Entertainment group Crown Resorts has appointed Initiative as its media agency of record, following a competitive pitch.
Initiative’s remit covers full funnel media strategy, planning and buying, including performance and digital.
The incumbent, dentsu media agency Carat, which had held the account still the casino giant's launch in 1994, didn't re-pitch.
The appointment comes after Crown’s recent unveiling of a refreshed brand.
“As a proud Melburnian, I’ve always seen Crown as an iconic brand. Combine that with Initiative’s footprint mirroring Crown’s; our shared belief in the power of culture to grow brands; and all the positive impact we’ve created via our strategic project-based work to-date, it feels like we have all the makings for a powerful partnership," says Melissa Fein, CEO Initiative Australia & New Zealand.
Yolanda Uys, newly appointed Crown Resorts group executive general manager – brand & marketing, says Crown is part of Australian history.
"With a refreshed brand identity, re-energised marketing team and a strong appetite for growth, we are set to write the next chapter together," says Uys.
"We look forward to partnering with Initiative to unlock strategic growth and tapping into their connected thinking to accelerate business growth and build brand value.”
Crown’s business will be managed out of Initiative Melbourne leaning heavily into Sydney’s strategy and planning capabilities. Work commences immediately, with first work expected in market Q2.
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