IPG Mediabrands' Initiative has won the IAG media account.
The insurance group, with brands CGU and NRMA Insurance, had been with WPP's Mindshare since 2015.
IAG CMO Brent Smart says the account hadn't been reviewed in six years.“
"The Initiative team blew us away with their energy and cultural fit, but in the end, we want great media thinking, and Initiative demonstrated that they could deliver it," he says.
"Before we transition to Initiative, we would like to thank Mindshare and personally thank (CEO) Katie Rigg-Smith for their partnership over many years.”
Sam Geer, MD at Initiative: “We were deeply impressed by the respect shown at every stage in the pitching process and the demand for high quality thinking.
"I am excited to move beyond pitch mode and embrace the opportunity ahead to create career defining work together.”
Katie Rigg-Smith, Mindshare Australasia CEO: "We’ve been proud to do some amazing and innovative work with IAG over the past seven years. A few highlights include being part of the NRMA rebrand ‘HELP is who we are’, launching CGU’s Ambition platform, a market-leading Connected TV approach through FInecast and some bold out of home work that included First Nations creative and printed on recyclable skins.
"We have hustled hard for NRMA and CGU through every crisis and remained adaptive through adversity. We are incredibly grateful to all our media partners who worked alongside us to respond to quickly to issues including bushfires, storms, floods and the pandemic all of which impacted Australians’ lives. We wish IAG the very best going forward."
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