Deliveroo appoints Initiative to media and communications account

Initiative has won a competitive global pitch for Deliveroo’s Australian media and communications account.

The account is the agency’s eleventh win of the year, following its appointment to the KPMGCarnival AustraliaTourism VancouverAustralian Radio NetworkFujitsu, and Swinburne University accounts.

“With so many diverse markets in the region, it’s important that we have a strong, strategy-led partner to help us accelerate growth. In Initiative, I think we have found just that,” said Fiona Hampshire, Deliveroo’s APAC and Middle East marketing lead.

Jeremy Brook, who was named Deliveroo’s head of marketing, Australia in April, added: “Initiative’s data-driven, strategic approach, combined with their unique culture-led proposition, gives us confidence in their ability to drive our ambition forwards.”

Initiative Australia’s CEO Melissa Fein said that “Deliveroo is a very innovative, progressive and highly ambitious brand that is trailblazing a new sector in the global and Australian economies”.

“This is a great win and will complement the strategy and creative-media capabilities of our Melbourne and national teams,” Fein said.

The Deliveroo account will be based out of Initiative’s Melbourne office, with Sarah James, Initiative Melbourne’s managing director, noting that Initiative’s priority will be to further accelerate the “power brand”.

“Our focus will be to help accelerate customer engagement with Deliveroo in a new and rapidly expanding element of Australian culture. It’s already a power brand and we’re looking forward to helping Deliveroo deepen their affinity with the Aussie market,” she said.

The global pitch excluded the UK. The food delivery brand also appointed Laura Huddle as head of commercial last month.


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