Australasia’s largest automotive aftermarket parts and accessories provider, Genuine Parts Company (GPC) ANZ, has appointed Initiative Melbourne to manage its media planning and buying portfolio following a competitive pitch.
GPC ANZ manages a substantial portfolio of automotive aftermarket, generalist and specialty, retail and trade brands, including Repco, NAPA and Sparesbox.
GPC’s general manager marketing ANZ, Diana Di Cecco, says not all media agencies are equal.
"Finding the right media partner for our business is key to our continued success," she says.
"It is quite a cluttered media market out there so it’s important that our future agency met our business needs and were a perfect fit from a values perspective. We’re delighted to appoint Initiative Melbourne as our media partner and excited about how they will deliver in the key areas.”
GPC has been evaluating each of its agencies and found media services were being significantly underserviced. Rather than a transactional relationship, Di Cecco says agencies should be an extension of the marketing team and not simply book spots.
"There’s more to it than that," she says. "We want to more effectively communicate with existing customers, engage prospective customers and build customer-based brand equity. That’s what Marketers do. We can’t do it alone. We need exceptional partners.”
Di Cecco says the pitch process was intense.
"It showed us who Initiative really are and provided a lens into their approach to media and business," she says.
"They showcased high levels of professionalism and superior strategic thinking, balanced with tactical and integrated communications.
"It was easy to see they were passionate and performed well under pressure. Most importantly, there was genuine chemistry between our teams from the very first meeting. The sum of this made the decision obvious. I wouldn’t want to be the agency going up against them in a pitch."
Sarah James, managing director at Initiative Melbourne says generations of Australian motor enthusiasts have grown up on GPC’s brands, such as Repco.
"We are thrilled to be selected to help them accelerate their customer connectivity. Like most organisations, GPC is adjusting to new parameters of customer relationships across their brand portfolio and we are focused on helping lead the way," says James.
GPC and Initiative Melbourne have commenced working together and both parties look forward to embarking on more formal planning and activation in the coming weeks.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.