Manheim Automotive Auctions will ramp up marketing this year and has appointed Initiative to handle national communications following a competitive pitch.
Melbourne-based BossMan Media had previously handled primary media work. Initiative said it will now plan online, radio, outdoor and print campaigns.
Andrew Mudgway, Initiative Melbourne MD (pictured), said Manheim's constantly changing inventory would keep the firm busy. Manheim marketing manager Merqtoosha Camilleri-Medina said the Initiative won the business because it demonstrated its grasp of consumer trends and behaviour. The company was "looking forward to implementing Initiative recommendations", he added.
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