Afterpay appoints Kaimera as media agency of record

Kaimera wins Afterpay

The incumbent, Initiative, had held the account since 2021.

Kaimera has been appointed to oversee the full-funnel media planning and buying for Afterpay in Australia and New Zealand.

The independent agency will be the buy now pay later company’s agency of record in Australia and New Zealand and handle its national and local media planning and buying activities.

Joel Moran, head of marketing of Afterpay International, said: “Afterpay’s relentless focus to maintain our position as the leader in the BNPL space in ANZ means that we are vigilant in our appointment of agency partners.

“To ensure this, we believe key agency relationships should be evaluated every 2-3 years, and as such, decided to run this competitive pitch. We are always looking for the most innovative partners who can punch above their weight in realising both our goals and our merchant partners’.”

Moran added: “We’re grateful to Initiative for their three years of partnership and are now looking forward to an exciting new chapter in ANZ with Kameira.”

The incumbent, Initiative, had held the account since 2021.

“The team quickly demonstrated a robust understanding of Afterpay’s unique opportunities and inspired us with innovative ideas that highlighted how they can take performance marketing to the next level for us and our merchants,” Moran added.

Nick Behr, founder and CEO of Kaimera, said: “As Kaimera continues to grow, we are becoming adept at finding clients who we can help to grow their business. From our first meeting the chemistry between people and philosophies felt right.

“Afterpay has changed the financial and retail landscape and we hope we can continue to be part of that journey in Australia and beyond. We look forward to forming a long-standing relationship and helping the Afterpay team realise their mission of economic empowerment for their customers.”

The appointment of Kaimera will be effective as of 1 May 2024.

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