Aussie moves $12m media account from Ikon and Switched On to Initiative

Mortgage brokerage Aussie has appointed IPG Mediabrands’ Initiative to its $12m media account following a competitive review, ending the brand’s relationship with WPP agencies Ikon and Switched On.

It’s the second account win in as many months for Initiative, which last month added Goodman Fielder to its client line-up.

The country’s largest branded brokerage said Initiative’s capabilities made it the right agency to lead its next phase of growth.

“In our competitive review, Initiative impressed us with their overall proposition and alignment to the Aussie brand and culture,” Sascha Hunt, Aussie’s head of marketing, said.

“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.

Hunt joined Aussie last year 

“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.”

Initiative Australia’s CEO Melissa Fein added that the partnership will “redefine” Aussie’s brand image, not only in its category, but in wider culture.

“We are elated to be partnering with such an iconic Australian brand with aggressive growth plans for the future,” Fein said.

“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.”

Aussie’s creative account is held by CHE Proximity.


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