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, 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.
Rebelo 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.”
Meanwhile, Julie Dormand, CEO of Mercerbell has decided to leave the business to pursue new opportunities, after 20 years with the agency.
“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 said: “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.
Top photo: Michael Rebelo