Foxtel expands relationship with Mindshare to include Kayo and Binge

Paige Murphy
By Paige Murphy | 27 October 2020

Foxtel's Streamotion has appointed GroupM's Mindshare to handle all above the line media buying for its streaming platforms Kayo and Binge.

A Streamotion spokesperson confirmed the appointment was part of Foxtel's move to consolidate its media planning and buying across the group.

"Kayo and Binge will continue to trade all digital media in-house and The Hallway will remain Binge’s creative agency and Thinkerbell its PR agency,” the spokesperson told AdNews.

Independent agency The Hallway was initially engaged to manage media strategy and channel planning for both Kayo and Binge earlier in the year and had hired Lyndell Sawyer as its first head of media off the back of the wins.

“The Hallway managed Binge’s media strategy and channel planning for launch and helped with Kayo’s winter campaign media planning," the Streamotion spokesperson confirmed.

"Now that media planning and buying has been consolidated across the group, Mindshare will be responsible for this moving forward.”

Foxtel switched up its creative at the start of the year moving the account from DDB to Saatchi & Saatchi. Special Group handles all creative for Kayo.

The new appointment sees Foxtel expand its existing relationship with Mindshare who has been its media agency of record since 2014. The account was previously handled by sister agency MediaCom.

"We have had a great relationship with Foxtel over six years, and we are pleased to have the opportunity to support them across the whole business," Mindshare CEO Katie Rigg-Smith says.

The news comes off the back of Foxtel's upfronts where it announced it would introduce a free version of Kayo and unveiled a new data platform, Foxtel Xplore, for media buyers.

Foxtel launched streaming service Binge earlier this year in a bid to compete with other SVOD services such as Netflix, Disney+ and Stan. The platform includes content from HBO, WarnerMedia, NBCU, FX, BBC and Sony.

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