Fantastic Furniture appoints Initiative as media agency

Retail group Fantastic Furniture has appointed IPG Mediabrands’ Initiative as its media agency, following a review process.

The agency will handle all offline media planning and buying, including BVOD and YouTube. Fantastic Furniture’s digital agency Incubeta was not included in the review process.

Jo McAlister

Jo McAlister, managing director, Initiative Sydney said: “We are confident our strategic approach and quest to hone our craft to create brave, but sustainable, campaigns will deliver exceptional results for Fantastic, and will ultimately enhance its brand presence, drive customer engagement and boost sales.’

Fantastic Furniture previously worked with M&C Saatchi’s media agency Bohemia.

Laurie Lai, chief marketing officer of Fantastic Furniture said: “Initiative presented an excellent understanding of different ways to approach screens and demonstrated they have the right tools to deliver.  Their team challenged our thinking from the start, developing a strategy which will ensure we get the best results from our media investment.

“We look forward to building a strong relationship with Initiative and feel confident our new partnership will deliver continued growth for Fantastic Furniture,”

Work commences 1 October, with the first campaign expected in market before year-end.


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