It won the accounts after a competitive pitch. Both of the brands, owned by the VF Corporation, will be backed by media activity across seven European markets.
Campaigns are planned to break in spring to build awareness in new markets and grow sales in established markets. Initiative will plan and buy media in the UK, Germany, Italy, the Netherlands, Belgium, Spain and Denmark.
The account will be led from Initiative's office in Brussels.
The appointment was made after VF conducted a general review of media operations. The media strategy will vary from country to country and will include several media channels.
Media for Eastpak was previously with FCB Brussels, with the Belgian agency GBH handling JanSport. Creative continues to be handled by the Belgian agencies Cathedral for Eastpak and Ogilvy Brussels for JanSport.
VF also owns the Lee and Wrangler denim brands. The UK media for these brands continues to be handled by Mediaedge:cia.