Priceline parts way with PHD after nine years, selects Initiative as media agency

Darcy Song

August 14, 2023 2:44

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.

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Darcy Song

Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.