Melbourne-based independent agency Half Dome has won the entire media and digital performance account from Ego Pharmaceuticals, Mumbrella can reveal.
The win hijacks the skincare company’s account from Publicis, where incumbent agency Starcom originally won the account in 2017. It was estimated at the time that Ego spent $5 million annually on media.
Ashwin Govender, Group Commercial Director, Half Dome; Tenille Taylor, ANZ Marketing Manager, Ego Pharmaceuticals; Tom Frazer, Managing Partner and Managing Director, Half Dome
Half Dome emerged as the winner of a competition and, effective July 1, will be responsible for media strategy, planning and execution across all digital and offline channels for Ego, with the appointment also including the supporting the company’s ongoing “digital transformation” across its eight major brands, which include the QV range, Sunsense sunscreen and Aquim hand sanitizer.
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ANZ Region Marketing Manager for Ego, Tenille Taylor said: “Half Dome’s pitch and presentation clearly stood out. Cultural fit is important to us, and our teams clicked immediately. We’re excited to work with Half Dome to find exciting new ways to connect with our customers. With Half Dome’s proposal, we have a clear idea of how the agency will help us advance our digital maturity on both our established brands and our fast-growing new brands like etchðos and Azclear.
Commercial Director at Half Dome, Ashwin Govender said: “We are delighted to be working with Ego. From the start, there were synergies in our core values – we both have clear and ambitious goals for continued and sustainable growth, and we felt an instant connection with the Ego team. We look forward to pushing the boundaries and ensuring Ego’s success for many years to come.
Must-Have Ego Brands
An Australian family business, Ego Pharmaceuticals has been manufacturing skincare products for over 65 years, which the brand says “is a national leader in creating science-backed skincare for people who want healthy skin”.
The win follows a busy year for the independent agency, including nominations from Petspiration Group and Mighty Craft, as well as the enticement of Spark Foundry chief investment officer Paul Wilkinson as chief commercial officer.
In August, it also acquired media agency Consumedia to create Half Dome in its current form, growing from a digital media agency to a full-service media agency.
