Atomic 212° has been appointed to the BlueScope Australia media account.

The independent agency will oversee the strategy, media planning and buying across all media channels and social community management.

BlueScope is a global leader in metal coating and painting products for building and construction industries and provides vital components for houses, buildings, structures, vehicles and more. Its key brands include COLORBOND steel, TRUECORE steel and ZINCALUME steel.

Claire Fenner, Atomic 212° national chief executive officer, said: “We are excited about this new partnership, and we are honoured to be trusted as partners in the custodianship of two of Australia’s most iconic brands, COLORBOND steel and TRUECORE steel.”

“Having grown up seeing the BlueScope and COLORBOND brands all over our screens, to now experiencing these well-known brands and products firsthand, I am excited to continue to drive preference for both COLORBOND steel and TRUECORE steel through innovative, audience-led media solutions,” Ashleigh Carter, Atomic 212° head of client service Sydney, added.

The new partnership with BlueScope in Australia is the latest in a series of client wins and retentions for Atomic 212° over the past year including BMW Australia and New Zealand, Bupa, the Northern Territory Government, Tourism Northern Territory, Northern Territory Major Events Company, Darrell Lea, Victoria University, My Muscle Chef, Vet Partners, Adyen, and UKG.

Atomic 212° won Independent Agency of the Year (Media) and Digital Innovation Agency of the Year in Campaign UK’s 2023 Global Agency of the Year Awards, which were announced in June 2024. It also ranked #1 among independent agencies in Australia in the 2023 calendar year in terms of new business wins, including client retentions, according to the latest report from COMvergence.

This win for the independent agency comes after the recent promotion of Lorraine Woods to the new role of chief investment and trading officer, stepping up from her most recent role as national head of trading. 

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