Group M relaunches Outrider Australia as new digital agency M – and tells market ‘come and talk to us’

GroupM has relaunched search business Outrider Australia as new digital agency M and is telling the market the new agency will a ‘gateway’ for startups and new technology.

The rebranded agency, based at WPP’s media headquarters in North Sydney, will provide an expanded offering across search, mobile, social, creative production and performance display. It will also support GroupM agencies while also working directly with its own clients.

“We’ve got to make sure there is a big flag at 65 Berry Street that says if you’re a local start-up or coming to Australia and you’ve got a new piece of kit or technology and it’s relevant to our agencies, you can have one conversation,” said Danny Bass, GroupM’s chief digital officer.

“If we think it’s right we can help navigate the group. If you’re an Australian business or coming from the US or China or Israel or wherever, we want to make it easier for people to present their opportunity to GroupM. The gateway for that will be M.”