Initiative wins Plush Sofas account

April 13, 2021 | Share this article

Initiative Melbourne has won a competitive pitch for the national Plush Sofas media account. The assignment is effective immediately.

Plush Sofas is a national retailer founded in Victoria more than 20 years ago with a retail network of 46 showrooms across Australia.

“Initiative presented a strong proposition as our media agency partner,” says Plush CMO Dzu Huynh.

“Their level of insight and intelligence around the retail landscape was impressive and their philosophy around building brands in culture resonated strongly with us. We’re excited about Initiative joining the Plush family and what this partnership will bring.”

Initiative Melbourne managing director Sarah James says the pitch was conducted with client and agency teams in the same room, as against video presentations which became standard during the pandemic.

“We have very strong credentials in strategy and implementation and are able to clearly articulate our effectiveness as a media partner,” says James.

“Retail is of course one of the most competitive marketing sectors and we are thrilled to be working with such a progressive marketer as Plush Furniture.”