Australia Post has confirmed the appointment of Accenture Song as its media agency of record, with the partnership commencing on 1 June 2026. B&T first reported that the agency was poised to win the account back in March.
Following a competitive pitch, Accenture Song will lead Australia Post’s media strategy, planning, activation and performance, supporting the organisation as it strengthens customer engagement across Australia.
“Australia Post is one of the country’s most trusted and recognisable brands, and we are proud to be appointed as its media agency partner,” said Melissa Fein, Accenture Song managing director, media, in a release sent around to trade press this morning.
“We look forward to partnering with Aimee and her team to deliver media solutions that bring together strategy, data and technology in support of Australia Post’s next phase of growth.”
The appointment reflects Australia Post’s focus on delivering more relevant customer communications and stronger marketing performance through data, technology and AI-enabled media solutions.
“We are pleased to appoint Accenture Song as our media agency partner as we continue to strengthen our marketing and communications capability,” added Aimee Dixon, Australia Post general manager, marketing.
“The team’s strategic media thinking, capability across AI-led innovation, data and technology, and clear focus on performance made them stand out during the process. We look forward to working together to deliver stronger customer connection and measurable business outcomes.”
Incumbent agency Wavemaker, Atomic 212 and Accenture Song had been shortlisted in a media pitch process that been in play since at least last October.
Australia Post represents another significant milestone for Accenture Song Media, since Melissa Fein, Sam Geer and Chris Colter defected from Initiative in 2024 to set up a media division at the consultancy, which B&T understands is now more than 30-strong.
Last year, B&T revealed that telco Optus said ‘yes’ to Accenture Song in one of the largest media reviews of the year.
Accenture Song Media also works with fintech company Airwallex, which launched one of Australia’s largest ever out-of-home screen takeovers to celebrate McLaren’s F1 constructors championship victory last December.
Australia Post works with several agencies in a village structure, including Accenture Song’s stablemate Droga5. Other agencies include Thinkerbell, BRX, Keep Left and Wavemaker.
Wavemaker has been Australia Post’s media agency since 2019, when it won the business from Dentsu X.
