Initiative wins RAC WA account

Media agency Initiative has won the $8m media account for the RAC (Royal Automobile Club of Western Australia). The main media account was previously held by Ikon Communications, with Vizeum previously handling digital.

The MD of Initiative Perth, Chris O’Keefe, said: “RAC is one of Western Australia’s best known and respected brands. They have a strong heritage and are poised for exciting future innovations and opportunities.Ralph Bates, RAC’s general brand manager, said: “We chose Initiative because they impressed throughout the process with their strategic insights into our business opportunities, collective skill sets in their Perth agency and access to their national and international network resources.”

TrinityP3 assisted with the tender process.

The account will move in a fortnight’s time.

Update: Ikon Perth’s MD Erin Corner has released a media statement in response to the change:

Ikon has enjoyed the privilege of a long and successful partnership with the RAC. While it is disappointing that we won’t get to continue what has been a terrific relationship, we wish the RAC every success in the future”.


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