Havas expands performance marketing in Australia with Frontier tie-up

The move will see Frontier Australia integrated into Havas Group’s Edge Performance Network

Havas Group has taken a majority interest in Australian independent performance marketing agency Frontier Australia.

As part of the move, the Paris-founded communications group will be integrating Frontier Australia into its Edge Performance Network (EPN), the largest performance marketing network worldwide, operating in more than 40 countries.

Frontier Australia was founded in 1998 and, as the leading full-service performance marketing agency in the country, has delivered solutions for a range of clients including Temple & Webster, Global Shop Direct, Finder.com.au, Bluebet alongside EPN international clients such as Norton/Lifelock and Noom.

Steven King, Co-CEO of Frontier Australia said: “Together, we very much look forward to continuing what has always been our priority – to grow our clients’ businesses and have a materially positive impact on their success.”

Localised expertise for clients eyeing Australian expansion

The addition of Frontier Australia will provide “localised performance marketing expertise and valuable insights across all channels for the EPN network”, said Chairman and CEO of Havas Group Yannick Bolloré.  Havas Group also sees benefits for the network’s roll call of global clients that may be looking to expand in the Australian market.

Steve Netzley, CEO of EPN comments: “Australia is a very important territory globally for EPN and our clients, and Frontier Australia is the perfect complement to the other EPN agencies around the world both culturally and through their ability to deliver for our clients.”

Frontier Australia, which has partnered with the EPN for a number of years, will continue to use its brand locally, alongside branding to showcase its membership to the EPN.