Initiative retains Bunnings
Hardware chain Bunnings has renewed its contract with its media agency Initiative.
The announcement:
August 23, 2010: Media agency Initiative has been retained by national hardware chain and long-term client Bunnings after a deep and extensive review of Bunnings’ media performance and its communications opportunities into the future. The win was announced by Initiative Australia’s new CEO, Tracie Michael.
Senior Bunnings executives and management of Bunnings’ creative agency, The Brand Agency, oversaw the review which took place over a six-week period to closely examine Bunnings’ media communications resources and future prospects in an increasingly changing marketplace.
“There is no question that the partnership between Bunnings, The Brand Agency and Initiative has been an outstanding success story,” said Michael. “With future media opportunities changing so much the way we support our clients’ businesses, the review with Bunnings and The Brand Agency was a chance to push the ‘reset’ button.
“We have set a new success and performance-based platform that excites all parties and we are looking forward to a new era that builds on the track record our partnership has already achieved,” she said.
Michael said that in addition to Initiative’s internal capabilities as resources for the review, the agency tapped expertise from other Mediabrands Australia skill sets including search and social media experts Reprise Media and from Ensemble, the group’s branded entertainment arm.
The review involved one other agency, Ikon.
Source: Initiative press release
