Global digital powerhouse Mirum launches in Australia – headed up by Claire van Heyningen

Global digital powerhouse, Mirum, has officially launched in Australia opening its first office in Sydney. Considered one of the fastest growing agency networks in the WPP group, Mirum Australia is part of the broader J. Walter Thompson Group of companies and will incorporate the Group’s existing local digital specialist Webling.

Mirum Australia will be led by managing director, Claire van Heyningen (left), who joined the business in February 2018 to oversee the successful incorporation of Webling into the Mirum network.

Says John Gutteridge, CEO APAC, J Walter Thompson: “Combining the global strength of a digital brand such as Mirum with the local knowledge and expertise of a strong local digital agency represents an amazing opportunity to further solidify Mirum’s digital leadership in this region.  This is an exciting next step for Claire and her team, and the strength and breadth of the local team’s capabilities will make it a competitive market player.”

Van Heyningen has a long career history spanning digital and technology, and has previously consulted in the digital and technology space for several specialist agencies plus held the role of group head of digital at M&C Saatchi.  Since joining Mirum she has successfully overseen an ambitious new business drive and successful delivery of effective digital business solutions for clients.  

Says Van Heyningen: “When John invited me to take the reins and drive the launch of Mirum Australia, I jumped at the opportunity.  I was impressed by the breadth of work and the sheer depth of strategic and technical thinking of the local team, and I was confident by joining the Mirum network it would allow us to supercharge our offering while retaining our focus on serving the local market with best-in-class and effective ‘deep digital’ work.”

In the past six months, van Heyningen has seen the business – now officially known as Mirum Australia – add Exchange for Change, Bravecto, digital bank 86 400 among others to its burgeoning client roster, and launch transformative brand experience work for the iconic Entertainment Book, the ‘Return & Earn’ container deposit scheme, Subway and NSW Health.

Dan Khabie, global CEO of Mirum, said Australia has long held appeal for the Mirum network as a high growth market opportunity, especially considering the robustness of the digital marcomms industry for Australian brands.

Says Khabie: “I am very excited to expand into this market and work alongside Claire and her innovative team. Mirum is about making what’s next and Australia gives us a unique opportunity to work with a new set of diverse clients in a region that is seeing huge growth around digital technology.

Says Van Heyningen: “While a bigger network provides our clients with access to technology alliances and centres of excellence, and enables us to scale quickly, our aim is not to be the biggest but rather to continue to be the best and provide smart, best-in-class business solutions for our clients. I believe the agency has a huge future ahead of it and I’m honoured to be at the helm.”

Mirum Australia is part of the J. Walter Thompson network, part of WPP AUNZ, the region’s leading marketing communications group.

Visit the website: mirumagency.com.