Performance marketing agency Performics and customer experience agency Mercerbell will join together to create a
new agency.
The Performics Mercerbell offering will combine Performics’ proprietary intent-based marketing approach, with Mercerbell’s focus on creating behavioural change through behavioural science, data analytics, technology and creative.
The newl entity has offices in Sydney and Melbourne, with around 80 staff.
“Through the fusion of Performics and Mercerbell, we’re combining the science of intent and powerful creativity to deliver measurable change to clients’ businesses," says Publicis Groupe ANZ CEO, Michael Rebelo.
"It’s a unique alchemy that will further amplify the market-leading capabilities of both agencies.
“As a technology company at heart, Performics has the ability to leverage years of academic research on consumer intent in order to influence people’s purchasing behaviours and drive revenue for clients."
Jason Tonelli, CEO of Performics ANZ will take on the role of Performics Mercerbell CEO, while keeping his existing dual role as Publicis Groupe ANZ’s chief product officer.
Tonelli: “As our customers increasingly look for one solution across media and creative, the coming together of the Mercerbell behavioural science creative approach and Performics’ intent-based media capability presents a potent combination for the market.’
Julie Dormand, CEO of Mercerbell, has decided to leave the business after 20 years.
“I’ve decided it’s time to start a new journey," she says.
"I’m honoured to have been part of creating Australia’s first CX agency, joining Publicis Groupe, and more recently helping transition the team to the exciting new Performics Mercerbell proposition."
Performics and Mercerbell were jointly appointed at the end of last year o Collective Wellness Group’s Anytime Fitness brand.
The two agencies have been tasked with developing and executing the fitness brand’s omnichannel marketing strategy across B2B and B2B2C environments.
Both agencies also work on the Toyota Financial Services account.
Mercerbell’s clients include American Express, Nestle Purina, Lion beer brands, Pernod Ricard, Qantas and Caltex. While Performics’ works with Lenovo, Toyota, Red Energy, Lumo Energy and Ancestry.com.
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