Fujitsu General appoints Initiative to media account

Fujitsu General have appointed Initiative to its media account after parting ways with MullenLowe Group’s 303 MullenLowe and Mediahub.

After a 10 year relationship 303 MullenLowe and Fujitsu General ended their relationship as the brand was seeking “a different agency engagement model”.

Fujitsu has appointed Initiative Sydney as its media agency of record

Zdenka Micallef, national marketing manager at Fujitsu General, said Initiative displayed “outstanding thinking”.

“Their insight into how our brand currently interacts in culture, and how we can make a difference in the lives of our consumer, was truly a differentiator.

“There was genuine passion behind what they do, they are clearly experts in their field.”

Melissa Fein, CEO Initiative Australia, added: “Fujitsu General Australia is a leading brand that is very much embedded in the Australian culture. Its category is not only competitive but requires agility and innovative thinking to stay relevant.

“We are incredibly excited about this partnership, and the opportunity to help Fujitsu General Australia step forward into its new journey with confidence. For Initiative, this provides the opportunity to deliver our true craft; creative thought-provoking strategies, that are backed by analytical data led cultural insights.”


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