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

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

WelcomeThe world 's coolest Mercedes companyI am a personal addict on this carBut poverty does not allow me to watch on YouTube for us po...

amer hassan

ASX-listed GrowthOps appoints inaugural CMO

Read more

Latest Podcast

More podcasts

Sign in