Adam Shalagin. Credit: AdUnion
Melbourne independent media agency AdUnion has been reappointed to the media accounts of telco brands More and Tangerine, and online adult retailer Wild Secrets, with all three signing multi-year contracts.
AdUnion has managed Tangerine's media since 2023, handling advertising strategy, planning and buying across streaming, audio, broadcast and OOH.
The renewed deal adds sponsorship to its remit.
The agency claimed a 250% sales increase for Tangerine's Black Friday campaign, reaching more than two million Australian households via its AdMatch platform with a 5.65 return on advertising spend.
Rick van Emmerik, chief growth officer of Tangerine and More, said the renewal reflected the partnership's results.
"Since our initial collaboration, AdUnion has helped take our business to new heights,” he said.
“Their commitment to results, alongside their data-driven insights, has allowed us to test new marketing opportunities and innovative approaches to audience penetration in the competitive telecommunications market.
“The AdUnion team are a critical part of our ongoing growth plans, and we look forward to continuing our working relationship."
Wild Secrets, which AdUnion has handled since 2020, has expanded the agency's remit from streaming to full media planning and buying across broadcast TV, audio, radio and OOH.
Will Dobbyn, general manager of Wild Secrets, said attributing sales to streaming TV had changed how the business viewed the channel.
"Being able to attribute sales directly to streaming TV was a total game-changer for our business. It has changed our perception of TV as an expensive media, and given us a lot more confidence to continue to invest,” he said.
“These insights would not have been possible without AdUnion and their AdMatch technology."
AdUnion co-founder Adam Shalagin said the renewals were evidence of sustained results.
"Retaining our partnerships with both Tangerine and Wild Secrets isn't just a sign of client satisfaction, it's proof that trust has been earned and value has consistently been delivered,” Shalagin said.
AdUnion appeared on the AFR Fast 100, Deloitte Tech Fast 50 and SmartCompany Smart50 lists last year.
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