RAC re-signs Initiative Perth with new four-year contract for integrated media planning + buying

Following a detailed audit of agency performance and client relationship management, RAC (Royal Automobile Club of Western Australia) has reappointed Initiative Perth to manage its media communications portfolio for a period of up to four years.

RAC first appointed Initiative Perth in August 2013 after a competitive tender. With one year remaining on the contract between RAC and Initiative, RAC engaged Ebiquity and Trinity P3 to benchmark and audit key aspects of the agency client relationship and the performance of the contract.

Initiative will be responsible for fully-integrated media planning and buying, including, digital, search and activation for RAC.

“We had an option to review our partnership with Initiative and we are delighted to continue this partnership into the future,” said Peter Williams, General Manager of Brand at RAC. “Initiative Perth is a proactive and effective local business partner and we look forward to continuing our relationship.”

Managing Director of Initiative Perth, Clive Bingwa (pictured), said that the partnership with RAC in the past four years had grown considerably.

“With RAC being such an admired and relevant brand to Western Australians, we can plan clearly to support people’s affinity with RAC using our cultural connections platform. It is a great vote of confidence for Initiative.”

With more than 950,000 members, RAC was founded 112 years ago and is one of Western Australia’s most prominent brands. RAC products and services include insurance, roadside assistance, car servicing, travel, finance and home security, as well as holiday parks and resorts. Its geographic area of coverage is the largest of any automobile club in the world.