Initiative adds US$19m across APAC

INITIATIVE   TELECOM CHINA    MEDIA AGENCY

Asia Pacific - Media agency Initiative has added an estimated US$19 million in new business across Asia Pacific, winning China Telecom (Fujian), Sanitarium and Pt. Sanghyang Perkasa-Kalbe Nutritionals.

Roger Camplisson (pictured), brand lead for Initiative Asia Pacific is pleased to see its agency attract blue chip clients in multiple markets.

"In all cases we have created customized solutions to transform media exchanges into measurable marketing results," he added.

Telecom China (Fujian) is said to be the first time to work with a global 4A agency on a campaign following a five way pitch against four local agencies that include incumbent China Xiamen Biajie Advertising.

Initiative has won the business to manage Telecom China Fujian's activation plan for its new 3G brand called Tianyi.

In Australia, Sanitarium, a large health food company has appointed Initiative as the agency of record for strategic planning that was previously handled by Bellamy Hayden. Sanitarium has already worked with Initative in its media buying.

In Indonesia, Initiative has displaced incumbent DDB without a pitch as agency of record for its strategic planning and media buying for Pt. Sanghyang Perkasa - Kalbe Nutritionals, a large manufacturer of milk and baby food in the country.

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