Accenture Song wins Australia Post media account
π’ Australia Post has officially named Accenture Song as its new media agency of record following a competitive pitch process.
π€ The partnership, which begins today, transfers responsibility for media strategy, planning, activation, and performance from the incumbent Wavemaker.
β³ Wavemaker held the account for seven years before losing it to Accenture Song in this transition.
π― The appointment is driven by Australia Post's strategic focus on data, technology, and AI-enabled media capabilities.
π¬ Aimee Dixon, Australia Post's general manager of marketing, highlighted the new agency's strategic thinking and AI-led innovation as key differentiators.
π Melissa Fein, Accenture Song's managing director of media, expressed pride in partnering with Australia Post to support its next phase of growth.
π° When last reviewed in 2019, the account was estimated at $15 million in annual billings.
π The role encompasses end-to-end management of Australia Post's advertising across brand and retail channels.
π This high-profile appointment is expected to be closely tracked by agencies monitoring client movement and market share shifts.
π€ Accenture Song will leverage its AI capabilities to deliver measurable business outcomes for the postal operator.
- Accenture Song has been named Australia Post's new media agency of record, taking over responsibility for media strategy, planning, activation, and performance.
- The partnership is driven by Australia Post's strategic focus on data, technology, and AI-enabled media, positioning Accenture Song to leverage its strengths in these areas.
- Australia Post general manager of marketing Aimee Dixon highlighted the team's strategic media thinking, capability across AI-led innovation, and clear focus on performance as key differentiators.
- Accenture Song managing director Melissa Fein expressed pride in taking on the role and commitment to delivering media solutions that support Australia Post's next phase of growth.
- The account was previously estimated at $15 million in billings when last reviewed in 2019, representing a significant opportunity for Accenture Song to capture.
- Accenture Song is replacing Wavemaker as Australia Post's media agency of record, ending a seven-year incumbency that may have provided stability.
- The account was last reviewed in 2019 with estimated billings of $15 million, raising questions about whether the current valuation reflects modern AI and data-driven media costs.
- Australia Post is shifting focus to AI-enabled media and technology, which could increase operational complexity and capital expenditure for the agency.
- The partnership emphasizes measurable business outcomes and performance, potentially leading to stricter KPIs and higher pressure on Accenture Song's delivery teams.