Initiative wins pounds 3m business and steps up marketing drive

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.

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

year.



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.



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