72andSunny's parent MDC Partners adds This is Flow to affiliate program

Paige Murphy
By Paige Murphy | 17 June 2021
Jimmy Hyett

MDC Partners, the company which owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow.

The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches.

This is Flow will still remain 100% independent.

MDC Partners’ Global Affiliates Program positions the company to further scale the creative, performance, media and technology capabilities brands need to thrive in today’s economy.

The partnership with This is Flow will unlock the team’s deep media expertise and capabilities in Australia and surrounding areas while giving This is Flow access to MDC Partners’ and The Stagwell Group’s media planning technologies and tools.

“Providing creative, connected and effective capabilities that leverage both global scale and local understanding is a fundamental part of our expansion strategy,” says Mark Penn, chairman and CEO, MDC Partners, and president and managing partner at The Stagwell Group.

“In collaboration with the team at Flow we’re excited to build upon our existing footprint in Australia.”

This is Flow founder and CEO Jimmy Hyett says the partnership will allow the agency to grow its global footprint.

“Flow has seen incredible growth over recent years, attributed to the smarts of our people who deliver data-led strategy that’s significantly reshaping business across Australia and New Zealand," Hyett says.

"Adding a global footprint through MDC Partners means our clients can now harness the combined value of local and global passion, knowledge and experience.”

The affiliate program aims to expand the network’s offerings, building a diverse team that can produce content at scale across digital channels and connect brands with consumers.

These partnerships have also enabled MDC Partners to build out global teams with streamlined operations on behalf of clients.

This is Flow has already established a strong rapport with MDC Partners and Stagwell though collaboration on recent client wins in the region, including a global integrated partnership for 1800-GOT-JUNK?, one of the world’s largest full-service junk removal businesses, operating in major cities in Australia and across Canada and the United States.

MDC Partners’ affiliate program has enabled the firm to service clients across 32 countries and 80 cities around the world.

With the addition of This is Flow in Australia, to date, MDC has established a presence in the Middle East, Eastern Europe, Taiwan, Mainland China, Hong Kong, Latin America, India and Russia.

It is more than halfway to its goal of adding 50 affiliates across the globe by the end of 2021.

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