Genuine Parts Company moves ‘significantly under-serviced’ media account from Mediacom to Initiative

Initiative Melbourne has won a competitive pitch to win the media planning and buying account for automotive parts and accessories provider Genuine Parts Company, ending the brand’s relationship with incumbent Mediacom.

The search for a new media agency began after an internal evaluation of its agencies revealed that GPC’s media services were being “significantly under-serviced”.

The handover has occurred and the appointment is effective, with Initiative’s remit stretching across both the Australian and New Zealand markets and covering a portfolio of brands including Repco, NAPA, and Sparesbox.

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