Podean, an Amazon specialist agency, is opening an Australian office with Ashley Wales-Brown, former head of Ve Global ANZ, as the first hire and managing director.
Amazon in April this year launched its advertising service in Australia.
The online retail giant's advertising offering, now the third largest digital ad seller in the US, is powered by data on the shopping habits of its customers, making for highly targeted brand marketing.
“To succeed with Amazon it’s not just about adding images and copy to a product page, and running a search campaign," says Australian Mark Power, the founder of the New York-based Podean, and who previously established IPG's Amazon Center Of Excellence.
“You need a partner that can help you with all the retail readiness, holistic strategy, and using unique tools - and that’s what Podean brings to Australia. Having our HQ sitting alongside Amazon’s advertising center in New York gives our Australian clients an advantage no other agency can claim.”
This is the start of the company's international rollout. Power says there will be furtehr announcements in the next few weeks.
Ashley Wales-Brown was chosen after an extensive search of both Australian and global talent.
“Ashley is the perfect fit to lead our Australian business. His blend of media agency understanding through his time at Mediabrands, advertising sales at Ninemsn and ecommerce experience at Ve provides the perfect combination to ensure our success," says Power.
Ashley Wales-Brown says the opportunity for Amazon and its Australian advertisers and sellers is immense.
"With the support of our global team and Amazon partnerships, we’ll drive significant success here and I’m looking forward to building out the Australian team swiftly to meet client demand," he says.
Podean works with clients in four ways: in a direct relationship where Podean manages their retail and/or advertising needs, assisting agencies and clients who may not possess skills in-house, helping clients and agencies build their own world-class Amazon capabilities, and helping media companies build new products and services attractive to clients for whom ecommerce and marketplaces are a substantial share of budget and focus.
Power, a former EVP at Reprise, the digital media division within IPG Mediabrands, recently released a book, Amazon for CMOs.
Earlier in his career, Power was the founder and CEO of Concep, a performance marketing agency with offices in the UK, the US and Australia.
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