Afterpay decides on new media agency

Ashley Regan
By Ashley Regan | 5 April 2024
Credit: David Veksler via Unsplash.jpg

Buy now, pay later business Afterpay has switched media agencies from incumbent Initiative, AdNews can reveal.

An Afterpay spokesperson told AdNews 'the media agency appointment process has not yet concluded'.

However, sources say indie hot shop Atomic 212° is in lead for the account after the pitch.

IPG's Initiative, which has held the account since 2021, confirmed to AdNews it is no longer the media agency of record for Afterpay. 

"The team was incredibly proud of the work they had achieved for the brand and wished both Afterpay’s team and its new agency all the very best for the future," Initiative CEO Melissa Fein told AdNews. 

An afterpay spokesperson told AdNews "we can’t comment at this time as the media agency appointment process has not yet concluded".

Atomic 212° declined to comment.

AdNews understands Afterpay has no creative agency but works with BMF on a project basis.

The company's most recent work unveiled the latest chapter of ‘Afterpay where you wouldn’t believe’, a tennis-inspired spot to celebrate the true stars of the sport, the fans.

In Australia, the Afterpay user base has "plateaued" and is now at 15.2% of Australians in an average 12 months, down from 15.5% a year ago, and down from a peak of 15.9% in June 2023.

Apple Pay overtook Afterpay in average users last year to become the third most widely used digital payment service, according to the latest Roy Morgan Digital Payments Report.

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