Initiative wins $40m+ Bunnings media review

Media agency Initiative has been retained by national hardware chain and long-term client Bunnings after a deep and extensive review of Bunnings’ media performance in a shoot-out against Ikon. The win was announced by Initiative Australia’s new CEO, Tracie Michael.

Senior Bunnings executives and management of Bunnings’ creative agency,The Brand Agency, oversaw the review which took place over a six-weekperiod to closely examine Bunnings’ media communications resources andfuture prospects in an increasingly changing marketplace.

“There is no question that the partnership between Bunnings, The BrandAgency and Initiative has been an outstanding success story,” saidMichael. “With future media opportunities changing so much the way wesupport our clients’ businesses, the review with Bunnings and The BrandAgency was a chance to push the ‘reset’ button.

“We have set a new success and performance-based platform that excitesall parties and we are looking forward to a new era that builds on thetrack record our partnership has already achieved,” she said.

Michael said that in addition to Initiative’s internal capabilities asresources for the review, the agency tapped expertise from otherMediabrands Australia skill sets including search and social mediaexperts Reprise Media and from Ensemble, the group’s brandedentertainment arm.