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.