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WPP has launched Mirum, J Walter Thompson’s digital network, in Australia for the first time.

The new office, led by managing director Claire van Heyningen, will be based in Sydney and sees its existing local digital specialist Webling being incorporated under the Mirum brand.

John Gutteridge, CEO APAC J. Walter Thompson, said: “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 been working at the business since February this year and, under the new name of Mirum Australia, the agency has been awarded a set of new clients, building on existing clients from Webling. According to the company, it’s added Exchange for Change, Bravecto, digital bank 86 400, among others in the past six months.

Prior to joining Mirum, Van Heyningen was group head of digital at M&C Saatchi. She commented: “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.”