Initiative scoops ARN media account

Josh McDonnell
By Josh McDonnell | 20 February 2019

Initiative Sydney has been appointed to the media strategy, planning and buying portfolio for one of Australia’s largest radio and audio entertainment groups, Australian Radio Network (ARN), following a competitive review.

The win sees ARN end its close to 10-year relationship with previous agency of record, GroupM's MediaCom.

ARN broadcasts across six metropolitan markets to more than 4.9 million people each week across three core brands; The Kiis Network, The Pure Gold Network and The Edge.

“ARN is one of the most progressive and fast-moving media and entertainment companies in Australia," Initiative CEO Mel Fein said.

"They have the ability to reinvent themselves at the speed of culture, providing a perfectly symbiotic opportunity for us to collaborate on building a long term, results-orientated partnership that will help them achieve their number one goals in market”.

ARN also operates iHeartRadio Australia, a free, all-in-one radio, music streaming, podcast and live events platform.

“Our ambition is to have the leading stations in all markets, and our extensive media review was focused on energising our approach to understanding our audiences and aligning with planning and buying objectives," ARN chief marketing officer Anthony Xydis said.

“Initiative impressed us with their broad offering, insights and strategic capabilities which we are confident will help us accelerate growth across our diverse broadcast, digital, social and streaming portfolio.”

This is the second new client in a week for Initiative, which last week nabbed the $2.9m account for Fujitsu General after 303 MullenLowe ended their 10-year relationship with the brand.

Part of the Here There & Everywhere (HT&E) business, ARN has undergone major structural changes over the past six months, with HT&E CEO Ciaran Davis taking over the day-to-day leadership of ARN, following former CEO Rob Atkinson's departure in December last year. AdNews understands Atkinson is returning to the UK.

Davis previously told AdNews that there would be a closer alignment between the two businesses over the next 12 months as the ARN business model was "simplified". This also included the exit of further ARN executives including chief revenue officer Tony Kendall.

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