SYDNEY: Initiative has retained Bunnings' $40 million media planning and buying account following a pitch against Ikon Communications, AdNews can reveal.
The review was triggered by the departure of Initiative senior partner Shane Goninon, who joined Ikon's Melbourne office in July, having previously headed up the hardware retailer's business at Initiative
Bunnings decision to stay put is a significant boost to Initiative, which was reeling following a string of account losses spanning Sanitarium, NRMA Motoring and Services, and Electrolux, as well as the departure of chief executive Roger Camplisson in May.
The review was overseen by senior Bunnings executives and Bunnings’ creative agency, The Brand Agency, over a six-week period.
Australia’s newly installed chief executive, Tracie Michael, said: “There is no question that the partnership between Bunnings, The Brand Agency and Initiative has been an outstanding success story.
“With future media opportunities changing so much the way we support our clients’ businesses, the review with Bunnings and The Brand Agency was a chance to push the ‘reset’ button.
“We have set a new success and performance-based platform that excites all parties and we are looking forward to a new era that builds on the track record our partnership has already achieved."
Michael said Initiative involved other Mediabrands Australia agencies including search and social media experts Reprise Media and Ensemble, the group’s branded entertainment arm.
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