RAC parks $10m WA business with Initiative

By David Blight | 16 August 2013
RAC WA "Don't Get Stranded" television commercial.

One of the most lucrative accounts in the Perth market, RAC WA, has shifted its $10 million media business from Ikon into Initiative, completing the brand's overhaul of its agency roster.

The account has shifted hands after a competitive pitch. Previously the media account was split between Vizeum (previously named Emitch) for digital and Ikon for all other media. Initiative now handles the entire media account.

The win comes just a year after the RAC WA creative business shifted from 20 year incumbent The Brand Agency to JWT.

When asked if there will be any redundancies at Ikon following the loss, managing director Erin Corner told AdNews: “There are no planned redundancies. We are in a good place. We have just brought the trading arm of Bankwest back to Perth, and we have recently won the Summit Homes account.”

Initiative Perth managing director Chris O'Keefe said in a statement: “The RAC is one of Western Australia’s best known and respected brands.

“They have a strong heritage and are poised for exciting future innovations and opportunities. We are thrilled to be working with them."

RAC WA general manager of brand and member, Ralph Bates, said: “Initiative demonstrated great strategic insight into our business opportunities, collective skill sets in their Perth agency and access to their national and international network of resources.”

The business is thought to be worth up to $10 million.

The pitch process was handled by Trinity P3.

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