Initiative wins Aussie home loans

By Mariam Cheik-Hussein | 10 February 2020

Mortgage broker Aussie has appointed IPG Mediabrand’s Initiative to its national media portfolio.

The account, worth an estimated $12 million, was previously held by WPP’s Ikon for a number of years.

“Initiative has digital performance capabilities and unique tools, combined with the ability to deliver big strategic ideas that will help drive the Aussie brand into the future,” says Sascha Hunt, head of marketing at Aussie.

“Initiative has a strong understanding of the cultural landscape, as well as an engaged and passionate team who impressed us at every stage of the process.”

The change in media agencies comes a year after the business appointed CHE Proximity to lead its creative account.

“We are elated to be partnering with such an iconic Australian brand with aggressive growth plans for the future,” says Melissa Fein, Initiative Australia CEO.

“We’ll be trailblazing a new partnership to redefine Aussie’s role in the category and broader culture. We are also thrilled to be working with clients who want to put brand first in delivering big strategic ideas that will grow the bottom line.”

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