The Mint Partners has added media buying capability to its suite of creative communications services for their portfolio of luxury, retail, travel, food and beverage, property and design clients. The service, introduced in 2020, is being spearheaded by the agency’s newly minted General Manager, Miranda Bryce.
MINT senior managers, including founders and directors, Brett Galvin (above) and Genevieve Taubman (above right) along with Miranda Bryce (above left), undertook a strategic business modelling project during the pandemic lockdown in 2020.
Says Brett Galvin, co-founder and director for The MINT Partners: “Due to the complex and evolving media landscape, we recognised the opportunity to expand on our service offering and provide a more holistic view to customers. Miranda has been an integral part of MINT’s management team for the last five years. Her creative agency background and deep understanding of the media market have enabled us to collectively design a new service category.”
MINT has seen great success with their united approach to paid and earned media through 2020 with integrated plans across digital, print, OOH and retail partnerships, unlocking new-to-market formats and creating PR story hooks and amplification through paid media placements.
Says Miranda Bryce, General Manager for The Mint Partners: “Now more than ever, media campaigns need to be targeted and derived from a multi-platform approach across both paid and earned. Our aim is to work with the clients’ available budget, goals and key performance indicators and recommend the right mix to achieve the optimal result.”
“Achieving the best business results for our clients is MINT’s priority. We are used to monitoring media daily and being nimble enough to jump onto the news cycle, so we take the same approach with paid, continually optimising through sophisticated reporting tools to deliver real business results and extensive insights.” says Bryce.
Miranda joined the agency in 2016 in the role of Client Services Director, following a five-year tenure with creative agency Y&R Brands.
MINT has enjoyed recent success with an expanded client portfolio across categories including food & beverage, fashion, design, and property. The new roster includes: Simone Pérèle, Dexus, Cbus Property, Hill Street and, Sonoma.
Since establishing the business in 2007, MINT has represnted some of Australia’s best industry brands including Bollinger, TAG Heuer, Klarna, Marriott International, W Hotels and Ritz Carlton Perth, ASOS and Berlei.