New Zealand – Media agency Initiative has been appointed as media partner to New Zealand bank ASB and will be expanding its global footprint by launching in New Zealand as ‘Initiative Aotearoa’.
As ASB’s media agency partner, Initiative Aoteroa will be delivering innovative and integrated media strategy, planning, and buying across all channels.
The new business announcement follows a competitive pitch process which saw expressions of interest from a group of high-caliber local and international agencies, with the contract taking effect on September 1.
Commenting on the partnership, Helen Fitzsimons, chief marketing officer of ASB, said, “We were inspired by Initiative’s philosophy and the impact this is having for its clients around the world. Initiative’s energy, strategic thinking, data smarts, and overall approach were aligned to ASB’s transformational agenda and the ambitions of our marketing practice. We’re excited to welcome Initiative Aotearoa to New Zealand and to the ASB team.”
Melissa Fein, CEO of Initiative AuNZ, also mentioned a move to open a New Zealand office has been on the agency’s agenda, but it was waiting for the right brand to launch with.
“We’ve always admired the sheer creativity of marketers in New Zealand and share their philosophy on embracing bold cultural ideas to fuel growth. As such, a New Zealand presence was always on our radar, but we were waiting for the perfect partner to set up shop. ASB is that partner”, added Fein.
Meanwhile, Sam Geer, managing director of Initiative AuNZ, commented, “We’re excited for this partnership that will see global expertise with the best of New Zealand, delivering innovative solutions in support of ASB’s ambitious plans.”
