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”.
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.”
Fujitsu General Australia is embedded in Australian culture? They sell air conditioners, spruiked by a former cricketer.
These over-scripted PR speak sound bites of words no real people ever say that echo the inflated pitch claims made have surely jumped the shark.
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Agility tick!
Innovative tick!
Relevant tick!
creative thought-provoking strategies tick!
cultural insights tick!
analytical data led tick!
wow.
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That’s my girl. Well done Mel x
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“this provides the opportunity to deliver our true craft; creative thought-provoking strategies, that are backed by analytical data led cultural insights …”
… for an airconditioning brand that spends $2.7m annually
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snarky hater comment tick!
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Well done Initiative for helping Fujitsu to understand how they can help make a difference in the lives of their consumers.
The cold air coming out of their machines might have given them a clue, but it’s great that Initiative have confirmed this direction for them.
Godspeed Fujitsu!
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What he said!
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Forget the nasty comments, Initiative. You have shown great ticker to respond so well to the Hyundai loss. Well done.
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