Singapore – Initiative, an IPG Mediabrands media agency, has been named the media agency of record for Finnair, Finland’s full-service legacy airline. This appointment followed a competitive pitch review in September of the same year. 

The appointment of Initiative as Finnair’s official media agency is effective right away.

The assigned task for Initiative will be the management of media strategy, planning, and buying across all digital channels, and it will initially cover four Asia-Pacific markets Japan, South Korea, Singapore, and Hong Kong. 

Initiative’s strategic model, developed around growth markets and a profound understanding of performance, was cited by Finnair as a key differentiator. 

Speaking about the partnership, Lara Allan, team lead of growth marketing and technology at Finnair, said, “In our centenarian year, Finnair is thrilled to embark on a new chapter, sharing the rich story of our brand and exceptional product with travellers from APAC who aspire to explore Europe and beyond. We are proud to announce our strategic partnership with Initiative, whose strategic insights, local expertise, and expansive media network perfectly align with our vision.” 

She added, “As we look ahead to 2024, the future holds incredible promise, and we are eager to continue expanding our presence in Asia.” 

Meanwhile, James Smyllie, president of Initiative APAC, said, “We are very excited to add Finnair to our client roster. We see this new partnership as an opportunity to help Finnair build their brand Fame and delivering Flow-centric solutions that will elevate Finnair’s position as global trailblazer in aviation.”