JWT's Mirum digital agency ramps up Australian push

WPP subsidiary is extending its reach into Australia off the back of digital specialist consultancy, Webling

The Mirum Sydney team
The Mirum Sydney team

Yet another global digital agency goliath has extended its reach into Australia, opening its doors locally off the back of existing digital specialist consultancy, Webling.

Mirum was created in 2015 following J Walter Thompson’s decision to integrate 11 different agencies into one consolidated offering. The group sits under the WPP umbrella and now extends into 24 countries, making Australia its 25th. The focus is on business transformation, experience design and commerce activation and it’s positioned as one of the fastest growing divisions within the broader JWT group.

Webling, meanwhile, was established in 2004 in Sydney and acquired by WPP in August 2015. It currently has 17 staff. Under the new structure, the Webling business will be incorporated wholly into the Mirum network, which is being led by managing director, Claire van Heyningen, who joined the group in February 2018.

Van Heyningen has a history in digital and technology consulting and was formerly group head of digital at M&C Saatchi.

JWT CEO for APAC, John Gutteridge, said combining the strengths of a digital brand like Mirum with the local expertise of Webling was a no brainer in the  quest to build digital leadership in this region.

“This is an exciting next step for Claire and her team, and the strength and breadth of the local team’s capabilities will make it a competitive market player,” he stated.

In the six months since joining, the now Mirum Australia business has brought on a number of clients including Exchange for Change, digital banking upstart, 86 400 and Bravecto. It’s also worked on brand experience transformation work with the Entertainment Book, Subway and NSW Health.

Mirum global CEO, Dan Khabie, said Australia was perceived as a high-growth market opportunity and noted the “robustness” of digital marketing communications across Australian brands.

“Mirum is about making what’s next and Australia gives us a unique opportunity to work with a new set of diverse clients in a region that is seeing huge growth around digital technology,” he said.

News of Mirum’s debut comes as rival agency giant, Dentsu Aegis Network, confirmed its data and technology agency arm, Merkle, has acquired local marketing cloud specialist, Amicus Digital, to expand its Australian reach.

Merkle, which is part of the Dentsu Aegis Network (DAN), made its debut locally in March when the group took on and rebranded the Columbus data marketing business to Columbus, a Merkle Company. Amicus Digital is now being rebranded to Amicus Digital, a Merkle Company.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in