Felix finds its flow

Full service Sydney indy agency This is Flow, will handle all media strategy, planning and buying for Felix Mobile, the digital-only, app-based mobile service newly emerged from the $15bn TPG-Vodafone merger.

While unable to yet disclose the annual billings for the new sub-brand, Mi3 understands the account plans “sizeable" media spend.

“Early on in the pitch process, This Is Flow demonstrated the skills and expertise that we were looking for to support the emerging brand,” says Paul Tierney, General Manager Business Development at Felix. 

“This is Flow has been instrumental in launching Felix and shares a similar vision for the future of the brand, so we’re very excited to see what we can achieve together.”

Felix Mobile, launching in the next few weeks, is a SIM-only mobile product targeted at environmentally conscious consumers.

The brand's main claimed point of difference is its focus on environmental sustainability and commitment to supporting a healthier planet. 

“It’s extremely rewarding to pitch for a business that has an innovative ‘start-up’ mindset, a great product, and values so powerful that they can actually change the world,“ agency founder and CEO Jimmy Hyett told Mi3. 

“This type of client brings out so much passion and energy through the whole agency, and it’s been reflected by the quality of work the team has delivered from pitch right through the planning stages to launch,” he added.

Hyett's agency continues to garner plaudits, even throughout Covid, consolidating its operating model and hiring multiple staff.

This Is Flow previously operated on an outsourcing and partnership basis, collaborating with other agencies to execute creative and digital briefs.

Hyett has now taken all operations in-house. Meanwhile he's taken over as the independent representative on the Media Federation of Australia board, replacing Virginia Hyland following her agency's acquisition by Havas Media in August.

Hyett, a former MediaCom executive, thinks independents can serve even big budget clients better than holding groups, and has previously told Mi3 he has seen many indies fare better than the multinationals during Covid, as they can act more autonomously.

“The benefit is the full functionality and closeness to the business that an indy has in common with SMEs,” Hyett says. “We are closer to the action, understanding what levers to pull the whole way through the business, so it is easier and more effective to react.

“In a big business, you only control a portion of the full operation which stifles change and action.”