AUCKLAND, Wednesday: Media agency Initiative Aotearoa [wholly owned by IPG*] has been established as media partner to ASB and will expand its global footprint by launching in New Zealand as Initiative Aotearoa – apparently, it will be run out of Australia.
The announcement followed a competitive pitch process which saw expressions of interest from local and international agencies.
ASB chief marketing officer Helen Fitzsimons said: “Initiative is the right partner for ASB as it evolves to meet changing customer needs and expectations in an increasingly complex and fragmented marketplace.
“We were inspired by Initiative’s philosophy and the impact this is having for its clients around the world. Initiative’s energy, strategic thinking, data smarts, and overall approach were aligned to ASB’s transformational agenda and the ambitions of our marketing practice.
“As ASB’s media agency partner, Initiative will deliver innovative and integrated media strategy, planning, and buying across all channels.
Sydney-based Initiative AuNZ ceo Melissa Fein said : “A move to open a New Zealand office has been on the agency’s agenda, but it was waiting for the right brand to launch with.
“A move to open a New Zealand office has been on the agency’s agenda, but it was waiting for the right brand to launch with.”
“We’ve always admired the sheer creativity of marketers in New Zealand and share their philosophy on embracing bold cultural ideas to fuel growth. As such, a New Zealand presence was always on our radar, but we were waiting for the perfect partner to set up shop. ASB is that partner.
“In a new-world model powered by flexible working solutions, Initiative Aotearoa will combine the best from New Zealand and Australia in a trans-Tasman team built to meet ASB’s ambitions.
“We’re excited for this partnership that will see global expertise with the best of New Zealand, delivering innovative solutions in support of ASB’s ambitious plans.”
Initiative AuNZ MD Sam Geer (also Sydney-based) said: “ASB’s passion for its customers and innovation is infectious and has led them to create some of the most compelling marketing in the Southern Hemisphere.
“The opportunity to combine that with our world-class talent, tools and technology, is beyond exciting and we can’t wait to get started.”
Fein: “Announcing Initiative Aotearoa and our partnership with ASB marks the beginning of an exciting new chapter in Initiative’s evolution, and all I can say is watch this space.”
The new contract takes effect tomorrow (1 September).
No NZ address, yet
Initiative NZ cannot be found via an internet search. The agency has yet to name a NZ representative.
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