News

Initiative takes Industry Super Australia from Mitchells

Screen Shot 2014-04-29 at 6.00.29 PMMitchell & Partners have lost the media account for the umbrella body for many of Australia’s largest superannuation funds, with Initiative picking up the media duties for Industry Super Australia (ISA), Mumbrella can reveal.

The win sees the ISA account move from Mitchells but does not impact the various 15 super funds in the ISA who have different individual media agencies.

“We are delighted to have been selected to partner with ISA. The win is another great proof point that Initiative strategic approach is cutting through with progressive clients like ISA,” Andrew Livingston chief operating officer of Initiative told Mumbrella.

Mumbrella revealed in February that ISA’s media account was out to pitch with incumbent Mitchells facing off against a shortlist that included sister Dentsu Aegis Media agency Carat, who held the other part of the account, but also with Mediabrand’s Initiative, Omincom’s OMD and Publicis’ ZenithOptimedia.

A spokesman for ISA said in a statement: “ISA wish to thank Adrian (Roelling) and the team at Mitchells who have served our growing media needs well over the past many years. We wish them well for the future.”

The final shortlist is thought to have been between Carat and Initiative.

Nielsen records the ISA account is worth $9m a year.

Nic Christensen 

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