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Initiative retains media business remit of energy firm Jemena

Sydney, Australia After a hotly contested pitch, media agency Initiative has retained its media business remit for energy networks owner Jemena Limited, extending a 10-year relationship with the brand. The win also comes with Mediabrands Content Studio (MBCS), a media-fueled content practice of Mediabrands, expanding its creative remit for the same brand.

Initiative will be responsible for all national and local broadcast media buying, print, outdoor, radio, cinema, digital, search, social and addressable, and other media buying such as strategic and communication design responsibilities. Meanwhile, MBCS will handle all creative and production services and executions.

Melissa Fein, CEO of Initiative said that she is thrilled in re-signing a valued long-term partner. She also added that her team is energised in increasing Jemena’s customer base as it expands the network across regional and urban centres throughout New South Wales.

Fein added, “Jemena walks our talk; they are passionate about their customers, ambitious in their plans to decarbonise their networks and totally committed to a sustainable future, all traits Initiative values deeply. And our relationship has just got better with MBCS now on board, they’re an incredibly talented team and our cross-agency collaboration will help us continue to elevate the outstanding work we do on Jemena.”

Retaining its creative remit, Olivia Warren, managing director of MBCS expressed, “Jemena is a fascinating business with so much creative potential. Potential that is greater unlocked by having creative and media harmoniously working together under one roof. It makes collaboration easier, encourages new and gutsy perspectives and ultimately produces world class results for our clients. We can’t wait to get started.”

Meanwhile, Sandra Centofanti, head of strategy & marketing at Jemena Networks added, “Year-on-year Initiative brings fresh, exciting media thinking to the table; they understand our business intimately and deliver consistently strong results. We’re pleased to expand this relationship and onboard MBCS as our creative partners. Their connected approach to creativity and energy for our business was magnetic and we look forward to creating big things together.”