Initiative wins $2m Madmen Entertainment account

Initiative has picked up the media account for Madmen Entertainment, which is thought to be worth up to $2m in billings.

It is understood the previous incumbent Huckleberry resigned the account.

The announcement: 

Madman Entertainment is bringing its media communications assignments back to Initiative Melbourne after separating from the agency in 2012.

Australia’s leading independent theatrical, home entertainment distribution and rights management company, Madman specialises in the wholesale distribution of DVD and BLU RAY products into sales channels throughout Australia and New Zealand. The company was established in 1996.

In 2012 Madman was acquired by retailer and wholesaling business Funtastic and related media assignments were transferred to Funtastic’s media agency Huckleberry. However towards the end of last year the company’s ownership reverted to its original structure and after a trial period Madman’s management reappointed Initiative Melbourne to all media duties.

“Madman has always held Initiative Melbourne in the highest regard,” said Emma Levy, group marketing manager at Madman. “The recent operational changes to our business presented an ideal opportunity to re-evaluate our media strategies and explore new supplier relationships. We have some exciting campaigns coming up and we look forward to working with the Initiative team to deliver them.”

Lee Leggett, Initiative Australia CEO, said; “Madman’s decision to bring the media assignments back to Initiative Melbourne is a clear testament to the agency team’s focus on the highest standards of work and client relationships. It’s a great moment for the team and continues the success our Melbourne agency is experiencing at present.”

Included in the content available from Madman is special interest genres including Australian film, world cinema, TV, kids content, anime and sports. Other rights management activities undertaken by Madman include theatrical distribution, as well as licensing for television, video-on-demand, hotel, airline and merchandise.

Initiative’s work for Madman includes media strategy, planning and buying across all channels.

Source: RMG Communications


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