Hasbro appoints Initiative to US media business
By Katherine Levy, campaignlive.co.uk, Monday, 14 March 2011 12:35PM
Initiative has been appointed to handle toy giant Hasbro's US media business, worth an estimated £93m ($150m).
The incumbent on the account was WPP-owned MediaCom, which attempted to defend the business.
Initiative, part of Interpublic, will be responsible for Hasbro's media planning and buying activities across its entertainment offerings and global brand portfolio.
As part of the business, Initiative will look after children's television channel The Hub, Hasbro's joint venture with Discovery Communications.
Programming from Hasbro for the network is drawn from the toys it markets and includes My Little Pony and The Transformers.
Hasbro produces a range of toys, including board games Monopoly, Pictionary, Taboo and The Game of Life, as well as products such as Play-Doh, Rubik's Cube, Guess Who? and Bop It.
Tim Spengler, president of Initiative North America, said: "Hasbro is a company of iconic brands and an amazing corporate culture."
Hasbro is another in a series of losses for MediaCom in the US.
In December, the shop lost the £900m ($1.4bn) US media planning and buying for GlaxoSmithKline to PHD, and, in October, alcohol giant Diageo moved its estimated $130m media account to Aegis-owned Carat after a review.
This article was first published on campaignlive.co.uk
- Artworker Fashion & Retail Personnel Consultancy £23000 - £25000 per annum + Outstanding Benefits!, London
- Global Head of Social Media EMR £80000 - £90000 per annum, Slough
- Marketing Manager Ball & Hoolahan £46,000 per annum, South West
- Senior Brand Manager Ball & Hoolahan £55,000 + Car/CA, London
- Digital Project Manager Brand Recruitment £32000 - £40000 per annum + £32,000 - £40,000, Brentwood
- Ogilvy poaches McDonald's creative director for Unilever role
- VCCP, MediaCom, Lida and SapientNitro among Campaign's Agencies of 2013
- More evidence of strong TV spend in second half of 2013
- New year's resolution: learn to code in 2014
- Argos reviews £55 million ad account
- Watch: The Economist's interactive Nelson Mandela film