Publicis ANZ acquires indie media shop Atomic 212°

After months of speculation, Publicis Groupe ANZ has acquired Australian independent media giant Atomic 212°.

Founded in 2008, Atomic 212° has offices in Sydney, Melbourne, Brisbane, Adelaide and Darwin. Most recently, it earned accolades for Digital Innovation Agency of the Year (Gold) and Media Agency of the Year (Silver) at Campaign’s ANZ Agency of the Year Awards 2024. The agency was also awarded Independent Media Agency of the Year and Digital Innovation Agency of the Year at Campaign’s Global Agency of the Year Awards 2023.

Michael Rebelo, CEO of Publicis Groupe ANZ, said the acquisition represents a major step forward for the Groupe: “The acquisition of Atomic 212° presents a unique opportunity to bring Australia’s most progressive independent media agency into our fold, further strengthening and scaling our media capabilities.”

Atomic 212°’s client roster includes major brands such as BMW, Bluescope, Salesforce, Bupa, Origin Energy, Chinese automaker GWM, and Tourism NT. O’Brien said key clients had been briefed on the acquisition and were supportive of the move. “They could see the upside for them—and for us. They were delighted,” he said.

The leadership team, including O’Brien, CEO Rory Heffernan, and chief digital officer James Dixon, will remain with the agency. O’Brien described the deal as a natural fit, highlighting Publicis Groupe’s integrated platform and holistic approach. “We have grown Atomic 212° into a world-class media business, but the complexity of marketing today requires more holistic services for our clients. By joining Publicis Groupe, we’re confident we can offer our staff and clients an even better experience moving forward,” he said.

Rebelo confirmed that Atomic 212° will retain its branding and operations, with the aim of allowing the agency to remain agile while benefiting from the scale and resources of Publicis Groupe. Heffernan said the acquisition would offer the best of both worlds for clients and staff. “Our team and clients will enjoy the best of both worlds as we continue to deliver exceptional results while leveraging Publicis Groupe’s broader capabilities in growth, creativity, and innovation,” he said.

Atomic 212° will join Publicis Groupe’s existing media portfolio in the region, which includes Spark Foundry, Zenith, Starcom, and MBM New Zealand.