Atomic 212° has expanded its remit with its long-standing client, O’Brien Glass, adding paid search and SEO to its existing main media planning and buying role.
The independent media agency and glass repair and replacement company have worked together since 2014.
O’Brien, established in 1924, has over 1300 staff and over 80 locations around Australia. Its divisions include O’Brien Glass, O’Brien Autoglass and O’Brien Electrical & Plumbing.
“O’Brien has been helping Australians for over a century, earning their trust as a reliable partner in times of need,” Belinda Thornton, O’Brien head of group marketing, said.
“By incorporating paid search and SEO for our auto and glazing business into Atomic 212°’s remit, we are ensuring that the next generation – whose first instinct is to turn to their smartphones for solutions – can discover O’Brien seamlessly when they need us most.
“Our mission is to remain the front-of-mind supplier for autoglass, glazing, electrical and plumbing services, trusted by Australians for generations to come.”
Rory Heffernan, Atomic 212° chief executive officer, said: “This expanded remit represents a natural evolution of our partnership with O’Brien, driven by our focus on data, measurement, and performance media at our core.
“By ensuring full alignment through the funnel – from awareness to conversion – we are committed to driving strong ROI and measurable impact for the business. Our aim is to deepen engagement with existing audiences while finding new ways to resonate with emerging audiences, particularly younger demographics.
“We have a long and proud history with O’Brien and we look forward to continuing to deliver exceptional value together,” he said.
The new expanded partnership with O’Brien follows a series of client wins and retentions for the independent agency over the past year. The includes BlueScope, Great Wall Motor, BMW Australia and New Zealand, Bupa, the Northern Territory Government, Tourism Northern Territory, Northern Territory Major Events Company, Chargrill Charlie’s, Darrell Lea, Victoria University, My Muscle Chef, Vet Partners, Adyen and UKG.
Atomic 212° won Global Independent Agency of the Year (Media) and Global Digital Innovation Agency of the Year in Campaign’s Global Agency of the Year Awards announced in June 2024 and won Best Agency Culture and Talent (more than 100 awards) at the 2024 MFA Awards in September.
It also ranked #1 among independent agencies in Australia in new business wins, including client retentions, according to the FY 2023 report from COMvergence.
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Top image: Rory Heffernan