ABN Group Victoria appoints Half Dome to lead marketing transformation

ABN Group Victoria, one of Australia’s biggest construction, property and finance companies, has appointed independent media agency Half Dome as its full-service media partner.

Half Dome will manage media planning and buying across digital, out-of-home, and radio for ABN Group Victoria’s key residential home building brands, Boutique Homes and Homebuyers Centre.

The appointment marks a major shift in ABN Group Victoria’s marketing approach, driven by its recently appointed general manager of marketing, Astrid Kelaher.

Kelaher said the partnership with Half Dome aligns with the company’s goal of transitioning to a consumer-led operating model and evolving its digital and personalisation strategy.

“As part of ABN Group’s aspirations to transform to a consumer-led operating model, an exciting digital transformation is on the horizon, focused on personalisation and evolving our much-loved residential brands to further celebrate their position in market,” Kelaher said.

“Half Dome’s strong understanding of the brands, broad capabilities, and progressive challenger mindset makes the agency the right partner for us during this significant transformation.”

Half Dome’s expertise in modern brand building and performance marketing is set to challenge traditional property industry advertising norms.

Will Harms, chief client officer at Half Dome, said the collaboration will deliver industry-leading outcomes for ABN Group Victoria.

“Our shared curiosity and attitude will help drive the marketing transformation, and we’re excited to deliver industry-leading outcomes together,” Harms said.

“Collaborating closely with ABN Group Victoria’s ambitious team, we are eager to leverage our strategic expertise to drive the group’s next phase of growth.”

ABN Group Victoria joins Half Dome’s growing client roster, which includes The Good Guys, NBN, OES, Ego Pharmaceuticals, and GMHBA.

The partnership is now in effect, with media buying already well underway.