Initiative wins $4.5m ME Bank media account from from Huckleberry



Initiative’s Melbourne office has won the media account for ME Bank following a two way pitch between them and incumbent Huckleberry, Mumbrella can reveal.

The move sees the bank, which is owned by some of Australia’s largest industry super funds, shift its media buying over to the Mediabrands media agency which won the broader $9m Industry Super Funds media account last year.

“We were impressed with Initiative’s capabilities in these areas as well as their understanding of the changing communication and media landscape. We are looking forward to working with the agency in this new partnership,” said Rebecca James ME Bank’s chief marketing officer.  

In a statement the bank said Initiative was awarded the business based on the agency’s capabilities and track record in digital communication and analytics.

During the review the agency also worked with IPG Mediabrands’ sister business Anomaly, the group’s specialist analytics and research division.

“ME Bank is increasingly focusing on the digital channel and the purpose of our review was to ensure ME Bank was working with the most insightful and efficient digital tools to help communicate with our existing customers, while focusing on customer acquisition,” said James.

Initiative Australia CEO Lee Leggett said account win was a boost for the agency as it starts a new year.

“This is a fantastic win for Initiative and in particular the Melbourne team. ME Bank is focusing on the digital channel with a true challenger approach to the market. We demonstrated we had the right experience, people and skills to help grow their business and their brand,” said Leggett.

According to Nielsen ME Bank had a media spend in the 12 months to December 2014 of $4.5 million.

Nic Christensen 


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