Fujitsu General Australia appoints Initiative Sydney as new media agency of record

| | 1 Comment

Mark Taylor Swaps (1).jpgInitiative, the culturally-driven media agency within IPG Mediabrands, has been appointed agency of record to the Fujitsu General Australia business.

 

Fujitsu General Australia, part of Fujitsu General Limited – a leading global manufacturer of air conditioners founded in Japan in 1963, credited the appointment of Initiative to its demonstration of market leading thinking; creative in application, and supported by rigour and data. The announcement comes following a competitive pitch process which commenced in December 2018 and concluded this month.

Proud to be ‘Australia’s favourite air’, Fujitsu General Australia has a product portfolio to suit residential and commercial applications. Rigorous research and development has resulted in an extensive range of world-class, stylish and energy efficient air conditioning systems.

 

Says Zdenka Micallef, national marketing manager, Fujitsu General Australia: “Initiative showcased outstanding thinking that turned what we know about our category on its head. Their insight into how our brand currently interacts in culture, and how we can make a difference in the lives of our consumer, was truly a differentiator.

 

“There was genuine passion behind what they do, they are clearly experts in their field.”

 

Says Melissa Fein, CEO, Initiative Australia: “Fujitsu General Australia is a leading brand that is very much embedded in the Australian culture. Its category is not only competitive but requires agility and innovative thinking to stay relevant.

 

“We are incredibly excited about this partnership, and the opportunity to help Fujitsu General Australia step forward into its new journey with confidence. For Initiative, this provides the opportunity to deliver our true craft; creative thought-provoking strategies, that are backed by analytical data led cultural insights”

 

Initiative Sydney’s appointment to the Fujitsu General Australia business is effective immediately.