Crimsafe, Australia’s leading security screen brand, has appointed Media Merchants as its full service media agency, spanning above-the-line brand campaigns and performance media.
The appointment follows an initial period of collaboration in which Media Merchants identified growth opportunities across Crimsafe’s media activity, delivering early results and demonstrating the value of a connected approach. The agency’s ability to deliver integrated thinking across both ATL and digital performance channels, ensuring consistency and accountability at every stage of the customer journey, was central to the decision to formalise the partnership.
Media Merchants will be responsible for developing and executing Crimsafe’s media strategy across ATL and performance channels, supporting the brand’s continued growth and market leadership in the Australian home security category. This full service remit reflects Crimsafe’s ambition to take a more connected approach to its media investment, aligning brand awareness activity with lower-funnel conversion.
Natalie Hodgskin, Head of Marketing at Crimsafe, said the decision was driven by the strength of Media Merchants’ integrated offering.
“We were looking for an agency partner that could think strategically across the full media mix, not just in isolation. Media Merchants stood out for their ability to connect our ATL brand activity with performance in a way that felt seamless and commercially focused. Their full service approach gave us confidence that our media investment would be working harder at every level.”
Justine Butler, Managing Director at Media Merchants, said the partnership represented an exciting opportunity to work with one of Australia’s most recognised home security brands.
“Crimsafe is an iconic Australian brand with a clear market position and strong ambitions for growth. We’re thrilled to be partnering with Natalie and the team to deliver a connected media strategy that bridges the gap between brand and performance. It’s exactly the kind of full service, strategically led work we’re building our agency around.”
Together with a series of new client engagements, strategic hires and organic uplift across existing accounts, the Crimsafe win underscores Media Merchants’ continued growth trajectory and expanding capability across both brand and performance media.
