Innocean Australia has unveiled its new media buying and planning division, a move it says now gives clients a comprehensive end-to-end service.

The agency's foray into media is backed by three foundation clients, Hyundai Australia, Geotab, and Sandhurst Fine Foods. This strategic expansion also follows the appointment of Kathryn Furnari as Head of Media earlier this year.

Furnari will spearhead the new media planning and buying offering, working closely with Innocean’s newly appointed Chief Strategy Officer, Giorgia Butler. The agency is also on a recruitment drive, adding 20 media specialists to its team, with further senior hires expected.

"We are genuinely committed to breaking the industry habit of putting two agencies in the same building and calling it ‘end-to-end’ - that’s just geography," said Butler. "It’s a dream to be able to offer our clients a truly seamless and cohesive approach to accelerating growth. Under one roof, we now combine the data smarts of media planning with bold creative insights to generate more of the brave, effective and impactful work our clients have come to expect from Innocean."

Innocean said the move into media is a response to client demand for integrated, connected creative and media capabilities.

"Effective brand building relies on strong cohesion between creative and the environment it’s in. We believe that having one agency managing our creative and media is crucial to unlock further growth, effectiveness but also efficient for a lean and progressive marketing team," said Andrew Tuitahi, Hyundai Director of Marketing & Product.

"This is another transformative year for Innocean as we seek to constantly iterate, change and grow to meet client needs. The move into media signals a new direction for our agency, as the media market continues to rapidly evolve. Our clients have been asking us for advisory services that add to a more rounded dialogue on the ROI for their marketing and advertising investments, and now we can offer an end-to-end solution," added Jasmin Bedir, Innocean Australia CEO.

Furnari echoed these sentiments, stating, "We're proud to be building something very special here; an environment that fosters ideas worth investing in, where media and creative are one team, and everyone has the opportunity to influence not only where campaigns appear but who they reach and how. By integrating media planning, data analytics, and creative execution, Innocean provides a seamless and impactful experience for clients, ensuring campaigns are both strategically sound and creatively inspiring."

Innocean Australia, part of the global agency network established in 2005, will be announcing further senior appointments across the agency shortly.