Publicis Groupe ANZ CEO, Michael Rebelo, introduced that efficiency advertising company Performics and buyer expertise company Mercerbell will be a part of collectively to create a brand new company.
The brand new Performics Mercerbell providing will mix Performics’ proprietary intent-based advertising method, with Mercerbell’s give attention to creating behavioural change by means of behavioural science, information analytics, know-how and inventive.
Jason Tonelli, CEO of Performics ANZ, will tackle the function of Performics Mercerbell CEO, whereas retaining his present twin function as Publicis Groupe ANZ’s Chief Product Officer.
Rebelo mentioned the fusion of Performics and Mercerbell will mix the science of intent and creativity to ship measurable change to shoppers’ companies and can additional amplify the market-leading capabilities of each businesses.
“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. At Mercerbell, the team are experts at creating experiences that change behaviour,” mentioned Rebelo.
“Not only is there an obvious synergy between the two, but when you bring performance and experience, or intent and creative together, it creates a multiplier effect.”
The event follows the joint appointment of Performics and Mercerbell to Collective Wellness Group’s Anytime Health model on the finish of final yr. The 2 businesses have been tasked with creating and executing the health model’s omnichannel advertising technique throughout B2B and B2B2C environments. Each businesses additionally work on the Toyota Monetary Providers account.
Tonelli mentioned, “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.”
In the meantime, Julie Dormand, CEO of Mercerbell, will go away the company after 20 years.
“The passion and dedication Julie has invested into Mercerbell over the years has earnt her the respect and trust of her many peers, as she has progressed through the ranks to CEO,” mentioned Rebelo.
“After nearly 20 years at Mercerbell, I’ve decided it’s time to start a new journey. 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,” Dormand mentioned.
“The new agency will deliver even more insight, capability and best-in-class performance media. The awesome leadership team have come together to deliver on this exciting future. Jason Tonelli, the team are lucky to have you guide them into the future. I have no doubt about the future success of Performics Mercerbell, and I will be the first person cheering on the team as they grow. Thank you to Nick Mercer, David Bell and Mike Rebelo for believing in me.”
Mercerbell’s shoppers embody American Categorical, Nestle Purina, Lion beer manufacturers, Pernod Ricard, Qantas and Caltex. Whereas Performics works with Lenovo, Toyota, Pink Vitality, Lumo Vitality and Ancestry.com.
The newly-formed Performics Mercerbell has places of work in Sydney and Melbourne, with round 80 employees.