Carnival appoints Initiative as media agency of record
Initiative Sydney has been awarded the agency of record media planning and buying account for Carnival Cruise Line.
The portfolio covers cruise lines such as P&O Cruises Australia, Princess Cruises, Carnival Cruise Line, Holland America Line and Cunard across both Australia and New Zealand. The account was previously held by GroupM’s Mediacom.
“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,” Melissa Fein, CEO of Initiative Australia, said.
Jennifer Vandekreeke, vice president and general manager – Australia for Carnival, said Initiative’s appointment followed a competitive review of media agencies.
“This was a highly complex and competitive review of the combined Carnival Australia brands’ media needs and opportunities into the future,” Ms Vandekreeke said.
“We are a portfolio of great brands and Initiative presented strategic thinking that seeks to redefine the cruising category and how our brands activate in market”.
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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Huge win!!! Well done legends!!!!
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Congrats Initiative. Impressive win!
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Well done Geoff!
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GroupM need to be very thankful they have Mindshare in the stable. Very poor performance on new business/retention from the others.
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Well done fantastic win and well deserved!!
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Bring back the Onya awards!
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Congratulations to Geoff and the team. Thoroughly deserved.
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Wow! Initiative seems to be one to watch, huge win
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@The Rod, Reinstating the Onya awards would definitely be the icing on the cake for Inititiave.
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Bring back Chip Tuesday!
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Initiative picking up steam.
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