The RAC in Western Australia has appointed Initiative to manage its media account, following a competitive pitch.
Initiative takes over the account from Emitch, which previously handled digital media, and Ikon, which looked after the remainder of the account.
TrinityP3 assisted the RAC (Royal Automobile Club) with the tender process.
Ralph Bates, general manager of brand and member at RAC, said: “Following our review of media agencies, we chose Initiative because they impressed us 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.”
Chris O’Keefe (pictured), managing director of Initiative Perth, said: “RAC is one of WA’s best known and respected brands. They have a strong heritage and are poised for exciting future innovations and opportunities.”
The RAC’s creative account remains with JWT.