As the race gets underway in Victoria’s state election, the state’s Liberal party has elected two agency partners to help with its quest to topple current premier Ben Carroll, B&T can reveal.
Atomic 212° will handle media planning and buying and ATime&Place will be in charge of the creative for Liberal Victoria ahead of the next state election on Saturday, 28 November.
Atomic 212° handled media planning and buying for the Liberals at the last federal election.
ATime&Place has won the account that was previously held by Adelaide-headquartered kwpx. The agency handled the creative at the last Victorian State election. Last year, kwpx zhooshed its name, becoming KWP+Partners. It was in charge of the Liberal’s creative work for the coalition in the last two federal elections.
B&T understands it is the first time ATime&Place has worked on a state party.
Liberal Victoria is led by is Jess Wilson, who last year became the first woman to hold the role in its 76-year history.
Wilson is charged with ousting current Premier Carroll and return the Liberals to power for the first time in more than a decade.
“Between now and the November 2026 Victorian election, the focus of my team is clear: to listen to Victorians’ concerns, to develop meaningful solutions and work tirelessly to gain the trust of the community,” Wilson said in a statement published on Liberal Victoria’s website.
In the 2025 federal election, the Liberal Party won 43 seats to Labor’s 94. Out of the 43, nine were in Victoria.
Mindshare was tapped by the Australian Labor Party to handle above the line media and Sparro by Brainlabs looked after digital media for the incumbent government.
Both Atomic 212° and ATime&Place declined to comment when reached by B&T. We received no response from the Victorian Liberal Party prior to publication.
Matthew Guy was in charge of the Party in 2022 when the last election was. This resulted in the Liberal Victoria winning 18 seats to Labor’s 56.
Since the last election the Party has undergone a leadership spill. With John Pesutto taking over from Guy, before Wilson’s incumbent Battin had the top job for less than a year.
B&T understands both contracts have already begun.
