Initiative grabs IAG account

July 6, 2021 | Share this article

IPG Mediabrands’ Initiative has won the IAG media account.

The insurance group, with brands CGU and NRMA Insurance, had been with WPP’s Mindshare since 2015.

IAG CMO Brent Smart says the account hadn’t been reviewed in six years.“

“The Initiative team blew us away with their energy and cultural fit, but in the end, we want great media thinking, and Initiative demonstrated that they could deliver it,” he says.

Sam Geer, MD at Initiative: “We were deeply impressed by the respect shown at every stage in the pitching process and the demand for high quality thinking.

“I am excited to move beyond pitch mode and embrace the opportunity ahead to create career-defining work together.”

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