The World: Tokyo - Misery for Initiative as Peugeot switches to Starcom

Initiative in Japan is poised for further misery - the departure of its Peugeot Japan media business to Starcom.

The expected switch will be another major loss for the Interpublic-owned agency, which last year saw its Unilever planning business go to MindShare.

Peugeot's decision is believed to have been sparked by senior account team changes at Initiative, as well as by last year's departure of Rob Fitzgerald, the Tokyo president, to the US.

The change follows Peugeot's decision last year to switch its creative account from Hakuhodo to McCann Erickson. Initiative sources claimed Peugeot's spend had not matched predictions, making it difficult for the agency to maintain and service the account.

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