GroupM agency Mindshare has been named as the new media agency of record for NOVA Entertainment, following a competitive pitch.

Mindshare takes over the account from Dentsu media agency, Carat, which had been the incumbent on the account since 2017.

The appointment takes effect from June 1 2024, with Mindshare set to work across NOVA Entertainment’s entire portfolio, which includes the Nova Network, Smooth FM, FIVEaa, Star 104.5 and the Nova Podcast Network. The partnership's debut campaign is expected to launch in Q3.

NOVA Entertainment’s Chief Growth Officer, Adam Johnson, said the calibre of agency partners that were engaged through the pitch process "underlined how Australia’s media industry is alive and well and full of great people and thinking".

"We’re hugely excited to embark on this exciting new chapter with Mindshare, a powerhouse agency with a proven commitment to innovation and delivery for their clients. We look forward to working alongside the team to further grow audiences across all of NOVA Entertainment’s audio offerings," he said.

CEO of Mindshare Australia & New Zealand, Maria Grivas, said: "Audio plays a unique role in Australians’ lives and NOVA Entertainment has incredible talent on, and off, the air. Throughout the process, we were excited by NOVA Entertainment’s appetite for transformation and growth. Our teams are thrilled to bring Mindshare’s approach towards this to NOVA Entertainment, delivering strategic thinking and innovation across their portfolio of leading radio, podcast and live music brands."