Jemena hands creative account to IPG’s MBCS; stays with Initiative for media

Energy company Jemena has awarded its creative account to Mediabrands Content Studio (MBCS), while the media account has stayed with Initiative within the same group.

MBCS’ remit will cover all creative and production services and executions. Mumbrella understands that Jemena will join the MBCS’ list of clients where the data-driven agency handles the full creative account, such as GMSV.

Meanwhile, Initiative will keep handling Jemena’s national and local broadcast media buying, print, outdoor, radio, cinema, digital, search, social and addressable; plus, other media buying such as strategic and communication design responsibilities.

The media agency first won the account in 2013 and has successfully defended the account three times so far.

Olivia Warren

Olivia Warren, managing director, MBCS said: “Jemena is a fascinating business with so much creative potential. Potential that is greater unlocked by having creative and media harmoniously working together under one roof. It makes collaboration easier, encourages new and gutsy perspectives and ultimately produces world class results for our clients.”

Melissa Fein, CEO of Initiative said she is thrilled to start the year re-signing a valued long-term client and her team is energised to help Jemena increase its customer base.

“Jemena walks our talk; they are passionate about their customers, ambitious in their plans to decarbonise their networks and totally committed to a sustainable future, all traits Initiative values deeply.

Melissa Fein

“And our relationship has just got better with MBCS now on board, they’re an incredibly talented team and our cross-agency collaboration will help us continue to elevate the outstanding work we do on Jemena.”

Sandra Centofanti, head of strategy and marketing at Jemena Networks, said: “Year-on-year Initiative brings fresh, exciting media thinking to the table; they understand our business intimately and deliver consistently strong results. We’re pleased to expand this relationship and onboard MBCS as our creative partners.

“Their connected approach to creativity and energy for our business was magnetic and we look forward to creating big things together.”


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