Initiative sets up shop in NZ, secures CommBank’s ASB as first client
IPG Mediabrands’ media agency Initiative has expanded its presence to New Zealand, securing CommBank’s NZ bank ASB as the first client of Initiative Aotearoa.
The new contract, which takes effect in September, was won following a pitch process. The account will be serviced by a combination of Australian and New Zealand teams from Initiative.
The agency’s duties include integrated media strategy, planning, and buying across all channels.
Chief marketing officer of ASB, Helen Fitzsimons, said: “We were inspired by Initiative’s philosophy and the impact this is having for its clients around the world.
“Initiative’s energy, strategic thinking, data smarts, and overall approach were aligned to ASB’s transformational agenda and the ambitions of our marketing practice. We’re excited to welcome Initiative Aotearoa to New Zealand and to the ASB team.”
Melissa Fein, whose title has become Initiative’s AuNZ CEO, said the agency has been eyeing the market for a while, but was waiting for the right brand partner.
“We’ve always admired the sheer creativity of marketers in New Zealand and share their philosophy on embracing bold cultural ideas to fuel growth,” she said.
“As such, a New Zealand presence was always on our radar, but we were waiting for the perfect partner to set up shop. ASB is that partner.”
“Announcing Initiative Aotearoa and our partnership with ASB marks the beginning of an exciting new chapter in Initiative’s evolution, and all I can say is watch this space.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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