Initiative Melbourne wins national media account for Plush Sofas

Initiative Melbourne has announced another key client win, revealing it has been appointed to the national media account for furniture brand Plush Sofas following a competitive pitch process, conducted in person recently.

The IPG agency will take on the account effective immediately.

Plush Sofas was founded over 20 years ago in Victoria, and has built a retail network of over 46 showrooms across the country. Its creative and media account is held by M&C Saatchi and its media agency was Bohemia.

The retailer’s creative account remains with M&C Saatchi.

Plush Sofas CMO Dzu Huynh

Plush Sofas chief marketing officer, Dzu Huynh, said Initiative “presented a strong proposition” as media agency partner.

“Their level of insight and intelligence around the retail landscape was impressive and their philosophy around building brands in culture resonated strongly with us.

“We’re excited about Initiative joining the Plush family and what this partnership will bring.”

Initiative Melbourne managing director Sarah James said the agency team was pleased to win the pitch for Plush after presenting their pitch in person, as opposed to via video presentation that has become industry standard over the past year.

“We have very strong credentials in strategy and implementation and are able to clearly articulate our effectiveness as a media partner.

“Retail is of course one of the most competitive marketing sectors and we are thrilled to be working with such a progressive marketer as Plush Furniture.”

Initiative expanded its Perth team last month, with five hires, including Steve Hare as group business director and Brianna Wells as senior investment partnerships manager.

That followed the announcement that global CEO Mat Baxter’s has been promoted to global chair of Initiative, in addition to a yet-to-be-revealed IPG leadership position. Amy Armstrong, Initiative’s US boss, replaced him as global CEO.


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