The World: Santiago - Initiative scoops Cencosud retail business
Initiative's Chilean office has won the media account for Cencosud, the largest retail-chain holding group in South America. The agency defeated the incumbent, Group M, OMD, Media Planning Group, Starcom and Lowe-Universal to win the account.
The agency will take over responsibility for media strategy and buying for all the brands owned by the group.
Cencosud is the parent company of Jumbo hypermarkets, Aventura Centre amusement parks, Easy Home Centres and the recently acquired Disco - an Argentine supermarket chain with more than 200 stores.