Initiative takes Afterpay account

Chris Pash
By Chris Pash | 15 July 2021
Melissa Fein

Buy now, pay later player Afterpay has appointed Initiative to manage its national media portfolio after a review of several media agencies.

The appointment is effective August 1 as Afterpay approaches an accelerating phase of growth with new products and business platforms, as well as a rapidly growing customer base in Australia already in excess of three million people.

“Afterpay is the definition of a brand with cultural velocity," says Initiative Australia CEO Melissa Fein.

"The business has revolutionised the financial technology and the buy now, pay later sectors. We couldn’t be more excited to partner with them as they continue to expand and accelerate their already rapid growth."

Afterpay in November last year reportedly appointed WPP's AKQA to its media account. The account was previously held by Dentsu's Vizeum which was rolled into the holding group's digital performance marketing agency iProspect. 


Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus