Publicis Merge Mercerbell & Performics, As Mercerbell CEO Julie Dormand Departs

Publicis Merge Mercerbell & Performics, As Mercerbell CEO Julie Dormand Departs
SHARE
THIS



Publicis Groupe has announced performance marketing agency Performics and customer experience agency Mercerbell will join together to create a new agency.

The new ‘Performics Mercerbell’ offering will combine Performics’ proprietary intent-based marketing approach with Mercerbell’s focus on creating behavioural change through behavioural science, data analytics, technology and creative.

Jason Tonelli (main photo), CEO of Performics ANZ will take on the role of Performics Mercerbell CEO, while retaining his existing dual role as Publicis Groupe ANZ’s chief product Officer.

At the same time Julie Dormand, CEO of Mercerbell, has decided to exit the business to pursue new opportunities, after 20 years with the agency.

Publicis Groupe ANZ CEO, Michael Rebelo (pictured above) said: “Through the fusion of Performics and Mercerbell, we’re combining the science of intent and powerful creativity to deliver measurable change to clients’ businesses. It’s a unique alchemy that will further amplify the market-leading capabilities of both agencies.

“As a technology company at heart, Performics has the ability to leverage years of academic research on consumer intent in order to influence people’s purchasing behaviours and drive revenue for clients. At Mercerbell, the team are experts at creating experiences that change behaviour. Not only is there an obvious synergy between the two, but when you bring performance and experience, or intent and creative together, it creates a multiplier effect.”

The development follows the joint appointment of Performics and Mercerbell to Collective Wellness Group’s Anytime Fitness brand at the end of last year. The two agencies have been tasked with developing and executing the fitness brand’s omnichannel marketing strategy across B2B and B2B2C environments. Both agencies also work on the Toyota Financial Services account.

Tonelli said: “As our customers increasingly look for one solution across media and creative, the coming together of the Mercerbell behavioural science creative approach and Performics’ intent-based media capability presents a potent combination for the market. I could not be more excited to be working with a fantastic leadership team and an amazingly talented group of people to deliver intent-powered ideas for our customers and beyond.”

Commenting on Dormand’s departure, Robelo said: “The passion and dedication Julie has invested into Mercerbell over the years has earnt her the respect and trust of her many peers, as she has progressed through the ranks to CEO,” said Rebelo. “I appreciate her desire to seek out a new challenge, and I’d like to thank Julie for her contribution and leadership, and wish her great success in her next venture.”

Dormand added: “After nearly 20 years at Mercerbell, I’ve decided it’s time to start a new journey. I’m honoured to have been part of creating Australia’s first CX agency, joining Publicis Groupe, and more recently helping transition the team to the exciting new Performics Mercerbell proposition.

“The new agency will deliver even more insight, capability and best-in-class performance media. The awesome leadership team have come together to deliver on this exciting future. Jason Tonelli – the team are lucky to have you guide them into the future. I have no doubt about the future success of Performics Mercerbell, and I will be the first person cheering on the team as they grow. Thank you to Nick Mercer, David Bell and Mike Rebelo for believing in me.”

Mercerbell’s clients include American Express, Nestle Purina, Lion beer brands, Pernod Ricard, Qantas and Caltex. While Performics’ works with Lenovo, Toyota, Red Energy, Lumo Energy and Ancestry.com.

The newly-formed Performics Mercerbell has offices in Sydney and Melbourne, with around 80 staff.

 

Please login with linkedin to comment

    Latest comments
  • Leigh Cowan 1 year ago

    All too often, the advertising industry forgets that it is a subset of the Marketing fraternity and it SHOULD (really) try to adhere to rudimentary marketing disciplines…
    For instance, the only valid reason for carrying two or more brands is when each individual brand holds individually unique positioning characteristics that match a specific market segment. IF you have two brands that appeal to the SAME market segments you are simply cannibalising your own sales and competing with yourself.
    IF the power broking decision-makers in the global advertising industry would only take a moment to “return to earth” they would realise that their market is oversaturated with advertising agency brands that fall short of segmenting their market, and they would do a better job of positioning themselves to appeal to the prime target audience in each segment they want to dominate.
    They would incidentally make at least 25% more profit, and save all this rigmarole… but then what would B&T have to write about?

Performics Mercerbell Publicis Groupe

Latest News

Donald Trump Is Apparently Attempting To Trademark ‘Truthing’, ‘Follow The Truth’ and ‘Retruth’
  • Media
  • Technology

Donald Trump Is Apparently Attempting To Trademark ‘Truthing’, ‘Follow The Truth’ and ‘Retruth’

Former US President Donald Trump has attempted to trademark a number of words for his new media platform, ‘Truth Social’. The phrases include ‘truthing’ and ‘retruther’ as well as the site’s tagline ‘follow the truth’. According to UK publisher The Independent, the trademark applications were filed to the U.S. Patent and Trademark Office by Holly Collins, a […]

by B&T Magazine

B&T Magazine
Google Launches Campaign Supporting Aussie Small Businesses, Via Emotive
  • Campaigns

Google Launches Campaign Supporting Aussie Small Businesses, Via Emotive

In the last year, Google has helped 1.3 million Aussie small businesses to connect with customers, digitize and grow. But Google’s impact doesn’t stop with those 1.3 million Australian businesses, it starts with them. When Google helps small businesses grow, their people grow too.

SCA Chief Marketing Officer Nikki Clarkson Named On 2021 CMO50
  • Media

SCA Chief Marketing Officer Nikki Clarkson Named On 2021 CMO50

SCA chief marketing officer Nikki Clarkson has been recognised as one of the top 50 marketers in Australia on the prestigious 2021 CMO50 list for the second consecutive year. Clarkson is also the only media industry executive to be recognised as one of the nation’s best marketers. Now in its seventh year, CMO50 recognises Australia’s […]

Kids Online Safety Site TotallyAwesome Appoints Alfie Leitao As CTO
  • Technology

Kids Online Safety Site TotallyAwesome Appoints Alfie Leitao As CTO

Alfred (Alfie) Leitao has been appointed chief technology officer of TotallyAwesome, a leading digital-engagement company helping brands safely interact with kids, teens and their parents on the internet. Leitao will join the business’ senior leadership team and will be based in Sydney. “Our engagement with brands wanting to appropriately connect with kids and teens is […]

The Zoo Republic &  Sanitarium Change The Game With Their Latest Weet-Bix Prize-Bowl AR Promotion
  • Advertising
  • Marketing

The Zoo Republic & Sanitarium Change The Game With Their Latest Weet-Bix Prize-Bowl AR Promotion

Sanitarium Australia and The Zoo Republic have teamed up to develop and launch a new and exciting cricket promotion, to be found on Weet-Bix packs across the nation. Building on Weet-Bix’s affiliation with cricket superstars Ellyse Perry and Marnus Labuschagne, the promotion features AR technology to bring the cricket pitch to the breakfast table.