Finnair Taps Initiative as its Media Agency of Record Across Four APAC Markets

October 24, 2023 | Share this article

Initiative has been appointed media agency of record for Finnair, the largest full-service legacy airline of Finland, following a competitive pitch review that concluded in September this year.

The IPG Mediabrands-owned Initiative’s appointed remit initially covers four markets in Asia-Pacific, including Japan, South Korea, Singapore, and Hong Kong. It will encompass media strategy, planning, and buying across all digital channels.

Finnair cited Initiative’s strategic model designed around growth markets and strong performance understanding as a key differentiator.

“In our centenarian year, Finnair is thrilled to embark on a new chapter, sharing the rich story of our brand and exceptional product with travelers from APAC who aspire to explore Europe and beyond, ” said Lara Allan, Team Lead of Growth Marketing and Technology, Finnair.

“We are proud to announce our strategic partnership with Initiative, whose strategic insights, local expertise, and expansive media network perfectly align with our vision. As we look ahead to 2024, the future holds incredible promise, and we are eager to continue expanding our presence in Asia.”

Initiative APAC President James Smyllie added, “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 a global trailblazer in aviation.”

Initiative’s appointment as the media agency of record for Finnair is effective immediately.

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