What you need to know:

• Powershop hires Melbourne-based Magic across all digital marketing aspects.
• Follows project work that delivered, first campaign lands in April.

Energy retailer Powershop has appointed Melbourne-based Magic as digital agency of record across digital strategy, adtech and martech development, mathematical modelling, media-buying, social amplification and performance media.

Magic MD, Jordan Taylor-Bartels said the firm would apply its core strengths in mathematics and data and proprietary mathematical modelling to help Powershop navigate digital marketing in a post-cookie world.

“This means using our deep understanding of the structure of digital signals that make up the brand’s prospects and existing customer base; and translate them into insights that are actionable via technology, media and social,” said Bartels, a former global digital marketing lead with San Francisco-based HyperloopTT.

“Appointing Magic to take on all our digital marketing needs made sense, as there was a strong alignment and ambition to access and use leading data tools to create superior customer and commercial outcomes,” said Powershop Chief Customer Officer, Nathan McEwan. “The team had already executed a highly successful project for us… We are excited to see what they will achieve for our brand now they’re executing our entire digital marketing ecosystem.”

The first campaign to market is expected next month.