Credit: Accenture Song
Australia Post has named Accenture Song as its media agency of record, following a competitive pitch.
The partnership, which starts today, hands Accenture Song responsibility for Australia Post's media strategy, planning, activation and performance. The appointment is driven by Australia Post's focus on data, technology and AI-enabled media.
Wavemaker was the incumbent and held the account for seven years.
Aimee Dixon, Australia Post general manager of marketing, said the agency's capabilities set it apart.
"The team's strategic media thinking, capability across AI-led innovation, data and technology, and clear focus on performance made them stand out during the process,” Dixon said.
“We look forward to working together to deliver stronger customer connection and measurable business outcomes."
Melissa Fein, Accenture Song managing director of media, said the agency was proud to take on the role.
"We look forward to partnering with Aimee and her team to deliver media solutions that bring together strategy, data and technology in support of Australia Post's next phase of growth,” she said.
When last reviewed in 2019, the account was estimated at $15 million in billings.
Australia Post advertises consistently across brand and retail, making the appointment one to watch for agencies tracking billings, client movement and market share.
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