IPG media agency Initiative has won the local media pitch for streaming platform Netflix, AdNews can confirm.
The pitch was launched last year, the shortlist said to include Wavemaker, Initiative, Kaimera and S4's The Monks.
Last week AdNews reported that incumbent Wavemaker had lost the account due to speculation of client conflicts with the recent appointment of Amazon and as well as long-term client Paramount.
Initiative Australia CEO Jo McAlister said that to say the team is excited is an understatement.
"It’s been quite the start to 2025, and we are bursting to work with one of the world’s leading entertainment brands," McAlister said.
"We share many values with Netflix, one being the mutual ambition of sparking conversation, which connected us from the start of the pitch process.
"And of course, the team are long-term Netflix devotees; we had so much fun consuming content as we prepped for the meetings.”
Netflix director of marketing ANZ Tony Broderick told AdNews the brand is pleased to welcome Initiative as its retainer media partner in Australia.
"At Netflix, our passion for culture, creativity, and conversation drives everything we do," Broderick said.
"After a highly competitive pitch process, Initiative impressed us with their passion for entertainment, creative spirit, and deep media expertise, making them the perfect match."
Netflix has also appointed Amplify to its local creative account, AdNews confirmed today.
The brand has done well-loved local campaigns such as Bridgerton in Bowral and Upside Down downunder emergency, both of which have been shortlisted for AdNews' Agency of the Year Awards two years running.
Netflix says it has exceeded its target in the December quarter.
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