Following a competitive media review, Australia’s Crown Resorts has appointed Initiative as its media agency of record. Initiative’s remit covers full funnel media strategy, planning, and buying, including performance and digital.
The appointment comes after Crown’s recent unveiling of a refreshed brand, signaling a new era and bold strategy to reinforce its position as a world-class entertainment destination, said a release.
Melissa Fein, CEO Initiative Australia & New Zealand, added: “As a proud Melburnian, I’ve always seen Crown as an iconic brand. Combine that with Initiative’s footprint mirroring Crown’s; our shared belief in the power of culture to grow brands; and all the positive impact we’ve created via our strategic project-based work to-date, it feels like we have all the makings for a powerful partnership.”
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