Melbourne-based independent performance agency, Next&Co, has announced its plans for global expansion, with its sights set on the United States.

This marks the first overseas venture for the agency, which has been serving global clients from its Australian base for over a decade. The new US office will be located in California and will cater to clients across the country, including brands in Oregon and Washington.

The agency is launching its US operations with five foundation clients and plans to bring its full-service offering to the US market. This includes its Prometheus auditing platform, a tool used by more than 500 Australian companies to gain insights into their digital ad spend wastage.

Next&Co was established in 2010. In 2022, the agency transitioned to a full-service model, adding traditional media buying and planning across television, radio, print, out-of-home, and cinema to its suite of services. This move followed significant growth across the business.

The Prometheus platform, a key offering of Next&Co, provides advertisers with insights into how much and where ad spend is being wasted on their digital platforms. The platform has in-built Key Performance Indicators (KPIs) for advertisers, including leads, customer conversions, ROI, and reach. It also provides a score out of 100 on the overall performance of each metric and the exact dollar figure of ad spend wastage.

“Our expansion into the US marks a major milestone for the evolution of Next&Co. Over the past 14 years, we’ve seen the agency grow to new heights and now feel the time is right to expand our operations," Co-Founder of Next&Co, John Vlasakakis, said. "Our technology, including the Prometheus platform, has given us the power to scale our business internationally, but also deliver higher performance and ROI for our clients. We’re excited to bring Prometheus to brands in the US, who have been looking for an auditing tool that gives them oversight of their digital ad spend wastage.”

This move by Next&Co is a testament to the agency's growth and the potential they see in the US market. It also highlights the increasing demand for tools that provide transparency and control over digital ad spend, a trend likely to continue as the digital advertising landscape evolves.