After months of speculation, Publicis Groupe ANZ has officially acquired Atomic 212°, Australia’s largest independent media agency, in a move that will undoubtedly shake up the local industry. Founded in 2008 by Barry O’Brien OAM, Atomic 212° has cemented itself as a leader in the media space, winning global recognition for its innovative, results-driven work. Now, with the backing of one of the world’s largest holding groups, the agency is preparing to combine its indie agility with the scale and resources of a global network.
So, what prompted O’Brien to make the leap? After years of championing independence, why did the time feel right for this change? And what does this mean for Atomic 212°’s clients, staff, and the broader Australian media landscape?
Finding the right fit
For O’Brien, the decision to join Publicis wasn’t made lightly. Known for his dedication to Atomic 212°’s independence, the choice came down to Publicis’ commitment to growth and respect for the agency’s DNA.
“From our first meeting, the Publicis Groupe offering and their continuous encouragement to help our business grow was the compelling factor in making this decision,” O’Brien said. “Their connected platform proposition flows through their leadership, their people, and their clients. That’s truly powerful.”
It all started with a LinkedIn message from Publicis Groupe ANZ CEO Michael Rebelo. “Michael reached out, and we caught up over coffee. I was impressed by what they’ve built and the infrastructure they have in place. It felt like a great meeting of the minds,” O’Brien said.
Why Publicis, and why now?
O’Brien acknowledged that the increasing complexity of marketing played a big role in the decision. “We’ve grown Atomic 212° into a world-class media operation, but marketing today requires holistic services that go beyond what independent agencies can provide alone. By joining Publicis, we can offer an even better experience for our staff and clients,” he said.
One key area of alignment was the shared focus on data and technology. “They were blown away by what we’ve done with data, and we were equally impressed with their capabilities. Together, we see huge opportunities to innovate, particularly in AI and data-driven tools that will enhance what we can deliver for clients.”
The partnership will also benefit from the leadership of Publicis ANZ’s chief media officer, Imogen Hewitt, who works alongside the media agencies to scale solutions across the network. Her role will ensure Atomic 212° continues to innovate and deliver for its clients as part of a broader group.
A commitment to clients
For existing and potential clients, O’Brien had one clear message: nothing is changing when it comes to service. “We built this business based on clients, and that connection remains at the core of everything we do,” he said.
“I don’t care how big you are or how big your budget is. It’s about where we can help you. That hasn’t changed since day one. It’s about creating impact and making our clients’ jobs and days better.”
O’Brien also made it clear that joining a holding group doesn’t mean losing the agency’s agility or attention to detail. “Publicis’ infrastructure only enhances what we can do. We’re still here for the big and small brands, ready to roll up our sleeves and deliver real impact.”
Looking back on the journey, O’Brien called the acquisition a proud milestone for the agency. “To have started as a small indie and grown to a place where one of the world’s largest groups sees the value in what you’ve built—that’s pretty special,” he said.
Although the process was lengthy, O’Brien said it was a positive experience. “We had great people on both sides working together to make this happen. It’s a move that positions us for long-term success.”
The bigger picture
Atomic 212° joins a powerhouse portfolio that includes Spark Foundry, Zenith, Starcom, and MBM. Publicis Groupe’s ANZ media brands are already known for delivering strong results, and the addition of Atomic 212° strengthens their position in the market.
For O’Brien, the move represents more than just growth for Atomic 212°. “We’re joining a group that’s already on a strong trajectory. This isn’t just about getting bigger—it’s about doing better work and pushing boundaries for our clients.”
As Atomic 212° takes its next step under Publicis Groupe, O’Brien remains grateful to the clients who have supported the agency’s journey. “We’ve built incredible relationships with our clients over the years. They’ve helped us get to where we are, and we’ve helped them grow too. That doesn’t change.”
Reflecting on the industry as a whole, O’Brien remains optimistic about what’s to come. “This business is always evolving, and that’s what keeps it exciting. By staying focused on delivering results and embracing innovation, we’re ready for whatever comes next.”
For Australian brands, this partnership offers the best of both worlds: the creativity and agility of an independent agency combined with the scale and resources of a global network. As O’Brien puts it, “Wherever we can help you, that’s what matters—and that’s not going to change.”