Initiative Perth has been appointed the media agency of one of Australia’s largest property groups, Peet.
Initiative won the business, estimated to spend about $7 million on media each year, after an initial national competitive tender with five agencies, which was whittled down to a brief with three media agencies.
Peet is one of the largest managers of land in the country, with 70 company-owned syndicated joint-venture projects. The company specialises in planning, design, development and the environmental management of sustainable communities.
Initiative will be responsible for media planning and buying, search marketing, programmatic, activations, social and content amplification across the group.
The aim of the pitch was to consolidate media buying and planning to one national agency. At present, media duties are handled on a state-by-state campaign approach.
“We will be engaging leading edge connections platforms to drive business results across the country. We are absolutely thrilled to have been selected,” Initiative Perth managing director Clive Bingwa says.
“The media landscape is a dynamic one and we are very pleased to be partnering with a firm like Initiative that is such a well-respected industry leader,” Peet managing director and CEO Brendan Gore says.
“We look forward to the significant contribution Initiative will make to Peet in the months and years ahead.”
Initiative will take over the account in July.
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