Indie shop wins $5m Cruiseco account

Josh McDonnell
By Josh McDonnell | 16 July 2018

Cruiseco has appointed Sydney independent agency, This is Flow, to handle its $5 million media account, including planning and buying.

Cruiseco are the largest distributor of travel cruise company in the Southern Hemisphere.

This is the first time the company has appointed an external agency, with This Is Flow, which is headed up by ex-Mediacom executive Jimmy Hyett, previously handling Cruiseco's communications internally.

With a membership base spanning Australia and New Zealand, the Cruiseco team provide 230 member agencies access to over 50 cruise brands worldwide.

This Is Flow has been tasked with building a stronger connection with the cruising audience, which has become increasingly "fragmented".

“Cruiseco is going through a positive transition period in a competitive and cluttered market and as such we needed an agency that was aligned with our motivation," Cruiseco national marketing manager Carolyn Mackley says.

"This Is Flow has a structure that allows us to deliver our short term goals, whilst still focusing on driving a clear solution for the bigger picture."

This Is Flow, a full service agency with a focus on media planning, buying and production, recently rebranded from Media & Production Partners, making a shift in the agency's structure and operations.

The independent, which launched in mid-2016 has billings of $10 million.

Founder Jimmy Hyett, a former group business director at MediaCom who has also worked at Total Advertising (now PHD), ZenithOptimedia and Hyland Media, says the decision to change the model was based on a trend he noticed around brands struggling to make a “complete impact” in the market.

The agency now allows clients to turn services “on and off as needed”, with This is Flow bringing on new partners to cover all aspects of media.

It has partnered with Data Hatch for business science, as well as Bench for programmatic.

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