Mindshare Sydney has won the main media account for Red Bull in Australia — formerly held by Vizeum — and will be led by the agency’s client lead, Martin Newman.

Part of WPP, Mindshare, a global media planning and buying agency will take on all strategy, planning and buying for the Red Bull brand, across all channels. The Red Bull media account represents a win back for WPP having lost it — then held by MEC — to Vizeum in 2012.

Newman said his team is looking forward to “developing how media can be used to amplify Red Bull’s presence in Australian culture as they continue to build the world of Red Bull going forward.”

The Red Bull media account is estimated to be worth $6 million in billings and is the latest account win for Mindshare Australia after gaining  Mondelez earlier this year.

Commenting on the Red Bull win Mindshare Australasia chief executive, Katie Rigg-Smith, said: “It is such an iconic brand that looks to use media uniquely to drive integration into popular culture.

“The Red Bull team have been so engaging and welcoming to us, and we are looking forward to the opportunity of working with them and building upon the successes they have already had in Australia.”

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