RAC Appoints Initiative

 

 

RAC (Royal Automobile Club of Western Australia) one of Western Australia's most iconic brands, has appointed media communications agency Initiative to manage the RAC media portfolio after a competitive tender process. RAC were assisted in this selection process by Trinity P3.

 

"Following our review of media agencies, we chose Initiative because they impressed throughout the process with their strategic insights into our business opportunities, collective skill sets in their Perth agency and access to their national and international network resources," said Ralph Bates, general manager of brand and member at RAC. "We are looking forward to the agency taking on our media assignments."

 

Prior to the RAC review, the media assignment was split between emitch which handled digital media and Ikon which handled the remainder of the account. The review did not affect creative assignments that are with JWT.
 

Chris O'Keefe, managing director of Initiative Perth, said the RAC win was a big moment for the agency. "RAC is one of Western Australia's best known and respected brands," said O'Keefe. "They have a strong heritage and are poised for exciting future innovations and opportunities. We are thrilled to be working with them."
 

The RAC received some very high quality responses during the pitch process, and is grateful to all participants for their efforts.
 

Andrew Livingston, CEO of Initiative Australia, said RAC was the latest in a series of important account wins at the agency. "We have strong momentum in all our agencies with new clients including Sony Music, The Athlete's Foot, CPA and now RAC.  It's great to see our efforts and our people being rewarded," said Livingston.  
 

Initiative formally starts work with RAC on September 1st.