Priceline parts way with PHD after nine years, selects Initiative as media agency
Priceline Pharmacy has selected Initiative as its new media agency, ending a nine year relationship with Omnicom Media Group’s PHD.
Initiative’s remit will cover all media strategy, planning and buying for offline and online, including display, performance and addressable. The appointment is effective immediately.
The account went to pitch in Melbourne during March. PHD Melbourne first won the account in 2014 from then-incumbent Media Merchants. At the time it was said to be worth $13 million in annual billings.
Priceline’s head of marketing Gabrielle Tully said, “We’re very excited to work with the Initiative team. We loved Initiative’s progressive approach which will help us attract and engage new customers to achieve growth plans.
“Their team impressed us by demonstrating advanced data and tech capabilities paired with strategic media thinking that will help optimise our media investment. We’re excited to work with a fast-paced, strategic media agency that shares our ambitions to drive results.
“With the external marketplace increasingly changing, coupled with a refocused Priceline marketing approach, it was time to review our media services account. PHD has been an important agency partner and I thank them for their support for close to a decade,” said Tully.
Initiative national managing director Sam Geer said “We are ecstatic to be working with yet another iconic Australian brand. Priceline’s appetite for digital transformation and extensive bricks and mortar footprint make them an aspirational and perfect partner for Initiative.
“This partnership further advances our market-leading retail portfolio and offering, adding the culturally powerful verticals of health and beauty. The potential to create career-defining work together is very exciting, and both parties have the ambition and hunger to achieve it.”
Initiative has won media accounts including those of Cricket Australia and Sanitarium in the past six months, as well as retaining Pernod Ricard.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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