Jemena reappoints Initiative as media agency partner following a competitive review

Initiative has won the competitive review to remain the media communications agency for Jemena, the Australian infrastructure company that builds, owns and manages a combination of major electricity, gas and water assets.

Jemena owns and operates a diverse portfolio of energy and water transportation assets across the east coast of Australia. The company has more than $10.5 billion worth of major utility infrastructure and supplies millions of households and businesses with essential services.

Initiative’s win is the second successful defence of the Jemena media portfolio, having won the business in December 2013 and later being reappointed after a statutory review in late 2015. With the new appointment Initiative will provide Jemena with strategy, media planning and placement across offline and digital channels.

Says Kate Hawke, marketing and customer communications manager, Jemena: “Jemena and Initiative have evolved our partnership over the past four years as the challenges and opportunities in media communications have also advanced. In the review, the agency presented a superior view and strategies for our future media performance and we are delighted to be continuing the partnership.”

Says Melissa Fein, CEO, Initiative Australia: “Jemena’s industry sector is very competitive and their marketing team expects and embraces change to their communications planning to capitalise on emerging opportunities. We are delighted to be continuing our partnership with them.”

Jemena’s appointment of Initiative is effective immediately.