Madman Entertainment has returned into the Initiative Melbourne fold after the entertainment company split from Funtastic.
Inititative Melbourne had held the Madman account until 2012, when it was acquired by retailer and wholesaling business Funtastic.
Madman's media buying and planning business followed Funtastic to Dentsu Aegis full service agency Huckleberry.
However, towards the end of last year Madman's ownership reverted to its original structure.
After a trial period, Madman made the decision to hand back media and planning to the IPG Mediabrands agency. Initiative's work for Madman includes media strategy, planning, and buying across all channels.
Group marketing manager at Madman Emma Levy said it was great to be back with Initiative.
“Madman has always held Initiative Melbourne in the highest regard,” Levy said.
“The recent operational changes to our business presented an ideal opportunity to re-evaluate our media strategies and explore new supplier relationships. We have some exciting campaigns coming up and we look forward to working with the Initiative team to deliver them.”
Included in the content available from Madman is special interest genres including Australian film, world cinema, TV, kids content, anime and sports.
Other rights management activities undertaken by Madman include theatrical distribution, as well as licensing for television, video-on-demand, hotel, airline and merchandise.
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