Initiative Media has scooped more than pounds 3 million of new
business from a handful of new clients and is instigating an overhaul of
its new-business effort after a quiet 1996.
The media dependant has picked up the task of launching Brown Brothers
Wines, one of the largest vineyards in Australia, in the UK. Brown
Brothers handed the media business to Initiative without a pitch and the
agency is preparing test ads in magazines and review sections.
Swiss Army Knives has also appointed Initiative to handle media planning
and buying for its pounds 300,000 advertising. Initiative picked up the
media account for its sister brand, Maglite Torches, last year.
Initiative’s US media partner, Western International Media, was
instrumental in the appointment of Initiative in London to handle media
for the launch of National Car Rentals, the US car hire company, in the
UK. NCR is expected to spend more than pounds 1 million in the first
Initiative’s office in Milan has also handed the London office the media
planning and buying for Trussardi Jeans. The business had previously
been bought direct from Milan, but it was decided that a local London
office would be better placed to handle local media. Trussardi is a
regular advertiser in glossy consumer magazines.
Graham Appleby, a media director at Initiative, said the wins were a
tribute to Initiative’s relationships with its existing clients and
agency partners. ’It’s always nice to get organic growth like this,’
Appleby said, ’but we have now overhauled our marketing team to chase
major new business this year.’
Appleby will now be working with Ita Murphy, previously of the Media
Centre, who joined Initiative last year as a media director with
responsibility for the agency’s new-business drive.