MELBOURNE, AUSTRALIA — Following a highly competitive pitch, including global holdcos, digital ad agency Magic has successfully won the worldwide media strategy and media buying remit for global cybersecurity leader Sophos. The account was won on the basis of Magic’s revolutionary mathematical media-buying methodology, Alchemy.
Jordan Taylor-Bartels, CEO of Magic, said, “We are thrilled Sophos has chosen Magic’s mathematics-led media buying philosophy to manage its global media strategy and execution. This is a testament that the right strategies and our future-thinking media methodologies are taking center stage ahead of traditional network approaches.”
Alchemy employs thousands of statistical datasets, custom mathematical modeling, and direct mathematical findings to power media buying optimizations and planning.
Jordan continued, “The result is an approach that far outpaces traditional network methods, enabling clients to maximize their advertising impact and achieve their marketing objectives more effectively, allowing our clients to stay ahead of their competitors.”
Leading Sophos’ media strategy via its Australian office, Magic’s new office in West Hollywood will service the Sophos account effectively launching the Alchemy methodology to the US market.
“Opening in LA and introducing the high-level insights and strategic thinking of Alchemy is an exciting evolution in Magic’s next growth phase,” said Jordan. “Furthermore, Alchemy will be supplementing Magic’s offices in the Greater London area, furthering a gateway to the lucrative UK market,” he concluded.
Shahram Ghaffurian, Head of Media and Technology at Magic, said, “Alchemy proves mathematics is the driving force behind effective and efficient media buying. By leveraging the power of custom mathematical models, we can scale our strategies to meet the needs of clients, ranging from challenger brands to enterprise giants.”
Megan Cabrera, VP of Global Marketing Operations at Sophos, commented, “Magic’s mathematical-led media-buying strategy and execution will empower Sophos to understand its customers better and find the most efficient and cutting-edge ways to engage with them. We are excited to see the impact of this partnership on our global marketing strategy.”
As Magic continues to expand its reach and success in the Australian ad market, the Sophos appointment extends the agency’s headcount to more than 30 people. Brands including Jimmy Brings, BlueScope, Shell Energy, Early Settler, Schneider Electric, Clipsal are on the agency’s roster.
Sean Taylor, Executive Chairman of Magic, emphasized, “At Magic, we believe our unique selling proposition and the talented individuals on our team allow us to attract forward-thinking clients at scale. We are proud to work with such an innovative company like Sophos and look forward to a successful collaboration.”
