Independent media agency Atomic 212° has been appointed to the Darrell Lea account, effective this month.

Atomic 212° will be responsible for media planning and buying, performance marketing, programmatic and social media, working closely with the Darrell Lea marketing team.

“We are thrilled to be entering into a strategic partnership with Atomic 212° in media buying. Atomic 212° will help us connect with even more Australians, to tell our unique and compelling Darrell Lea story,” Darrell Lea general manager, marketing & innovation, Johanna Campbell said.

“The team at Atomic 212° have the right mix of agility, expertise and resources to support us. With their data insights, media strategy and a team who know us and our story, we will continue to grow.”

Atomic 212° head of client service Ashleigh Carter said everyone has grown up with Darrell Lea.

“It’s an iconic brand and a great business, and we’re very excited about continuing to drive consideration and purchase for the Darrell Lea range in stores across Australia.”

Established in 1927 by Harry Lea and named after his fifth child, Darrell Lea is an Australian retailer. It employs more than 500 people across Australia, New Zealand and the US.

Article originally published on AdNews.