Initiative Sydney secures $30m Carnival Cruises media account

Josh McDonnell
By Josh McDonnell | 2 May 2019

Initiative Sydney has secured the media account for one of Australia's largest cruise lines, Carnival.

The account, which AdNews understands is worth up to $30 million in annual media spend, was previously held by GroupM agency MediaCom.

Initiative will handle the planning and buying portfolio for the cruise organisation, covering cruise lines such as P&O Cruises Australia, Princess Cruises, Carnival Cruise Line, Holland America Line and Cunard for Australia and New Zealand.

“We look forward to trailblazing new paths to market for each brand, pioneering new ways for Australians to enter and engage with the cruising category, as well as growing the culture of cruising in Australia,” Initiative Australia CEO Melissa Fein says.

The win builds on a strong 12-months for the agency which has also secured major client wins including the $3m Fujitsu Australia and the Australian Radio Network.

The agency also retained major client Officeworks at the end of 2018, with the account worth $25 million and Swinburne University at the start of 2019.

“This was a highly complex and competitive review of the combined Carnival Australia brands’ media needs and opportunities into the future,"  Carnival Cruise Line Australia VP and GM Jennifer Vanderkeeke says.

“We are a portfolio of great brands and Initiative presented strategic thinking that seeks to re-define the cruising category and how our brands activate in market”. 

The agency has also undergone restructuring over the past 18-months, as it takes a more "people focused" approach to its staff. AdNews previously spoke to Initiative's Scott Laird on how the changes had impacted the agency.

Most recently, Initiative snared UM strategy leader Chris Colter, following the decision to axe the Sydney' GM role, with Nick Wokes exiting the agency, joining Nova Entertainment as its new head of digital audio. 

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