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US performance marketing company Wunderkind opens Sydney office

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By Danielle Long | Acting APAC Editor

November 23, 2022 | 4 min read

US performance marketing company Wunderkind has launched in APAC in a bid to grab a stake in the region’s booming ecommerce markets.

Wunderkind APAC

Wunderkind has launched in Sydney led by country manager Jamie Hoey

The martech business has opened its doors in Sydney, Australia, appointing Jamie Hoey, the former managing director of digital agency Croud, as country manager.

Wunderkind already has experience in the market through its global clients such as Glue Store, HelloFresh and Uniqlo.

Hoey told The Drum Wunderkind aims to expand quickly, winning local clients and building its local headcount. The company is keen to capitalise on Australia’s booming ecommerce markets, which is projected to grow 14% to pass $69bn by 2025.

The launch comes at a challenging time for marketers as consumer spending declines and marketing budgets get tighter.

“People are still going to buy things, but they're going to be a lot more selective. There aren't going to be as many impulse purchases; it's going to be a little more considered. So, if you've got people on site, that might be comparison shopping, for instance, and you're not serving them a message at that point, or you're letting them go away from a site, you're going to have to work a lot harder to bring them back.

“At Wunderkind we believe once they're on site, we can work at that stage, to try and keep them on site, or to try and keep them within that purchase flow. Marketers have an opportunity to improve their customers individual shopping experience. The fact you don't need to go and re-find these people and then bring them back and then try and get them to convert, were trying to make sure that the conversion path is a little smoother and easier.”

Wunderkind focuses on opt-in, first-party data and owned channel optimisation, and as a cookie-less solution, Hoey believes it is well-placed for the future.

“At some point, cookies are going to disappear. We know that Google are working on phasing them out. We are a cookie-less solution. We work on device identification, and that's where I would say our main USP is. We are future proofed against whatever changes are going to come out. Our aim is to help brands achieve more with the traffic that's already on their site," said Hoey.

The Australian office is the latest in the company’s global network, which includes offices in New York, London, Indianapolis, Montreal and Amsterdam.

Wulfric Light-Wilkinson, general manager International at Wunderkind said, “Wunderkind has an ambitious global expansion strategy in place which will see us open three new offices in high priority markets by the end of 2023. Australia has been earmarked as one of these key areas of opportunity.”

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