Sydney, Australia – Australian value furniture and bedding retailer Fantastic Furniture has appointed Initiative as its media agency of record.
Through this appointment, Initiative is tasked with all of Fantastic Furniture’s national and local broadcast media planning & buying, print, outdoor, radio, press, magazines, cinema, and BVOD.
Additionally, it is worth mentioning that Incubeta, Fantastic Furniture’s Digital agency was not part of the review.
Initiative’s immediate remit will begin on October 1, wherein it will undertake an in-depth analysis of the business to understand its brand identity, target audience and long-term business objectives, to ensure that all media efforts are aligned with the company’s ambition and vision.
Commenting on the partnership, Jo McAlister, managing director of Initiative Sydney, said, “We are confident our strategic approach and quest to hone our craft to create brave, but sustainable campaigns will deliver exceptional results for Fantastic, and will ultimately enhance its brand presence, drive customer engagement and boost sales.”
“Initiative works with clients who have similar cultures and ambitions. We are fearless in our approach to deliver best in class outcomes; we always put our people, clients and partners front and centre in everything we do. It was clear from the start that Fantastic shares the same philosophies, so there is no doubt we will make an undeniably formidable client/agency partnership,” she added.
Meanwhile, Laurie Lai, chief marketing officer of Fantastic Furniture, commented, “We are excited to work with a team who is uncompromising in its ambition to provide unbeatable value, smart thinking and pride in their craft, creating the highest quality client outcome possible.
“Initiative presented an excellent understanding of different ways to approach screens and demonstrated they have the right tools to deliver. Their team challenged our thinking from the start, developing a strategy which will ensure we get the best results from our media investment. We look forward to building a strong relationship with Initiative and feel confident our new partnership will deliver continued growth for Fantastic Furniture,” she concluded.