BlueScope Australia has appointed independent media agency Atomic 212 to the metal coating and painting manufacturer's media account. Atomic 212 will take charge of strategy, media planning and buying across all media channels, as well as social community management.

BlueScope's key brands include COLORBOND steel, TRUECORE steel, and ZINCALUME steel. "We are excited about this new partnership, and we are honoured to be trusted as partners in the custodianship of two of Australia’s most iconic brands, COLORBOND steel and TRUECORE steel," said National Chief Executive Officer, Atomic 212, Claire Fenner.

The partnership with BlueScope is the latest in a series of client wins and retentions for the agency over the past year, which include BMW Australia and New Zealand, Bupa, the Northern Territory Government, Tourism Northern Territory, Northern Territory Major Events Company, Darrell Lea, Victoria University, My Muscle Chef, Vet Partners, Adyen, and UKG.

Head of Client Service Sydney, Atomic 212, Ashleigh Carter, said: "Having grown up seeing the BlueScope and COLORBOND brands all over our screens, to now experiencing these well-known brands and products firsthand, I am excited to continue to drive preference for both COLORBOND steel and TRUECORE steel through innovative, audience-led media solutions."

With offices in Sydney, Melbourne, Brisbane, and Darwin, Atomic 212 continues to expand its footprint and influence in the Australian media landscape.