Manheim automotive has hired Intiative for as its media communications agency after a competitive pitch, replacing Melbourne agency BossMan Media.

The move comes ahead of a marketing push by the Melbourne-based autos auction business, which has 130 locations worldwide.

Merqtoosha Camilleri-Medina, Manheim marketing manager said: ““Initiative demonstrated clear insights into how consumer trends and behaviour impact on media communications strategy. We are looking forward to implementing their recommendations into 2013.”

Initiative’s Melbourne managing director Andrew Mudgway added: “Manheim is a dynamic business with constantly changing inventory.

“This means media planning and execution must be tuned to target-market interest in Manheim programs. We are looking forward to working with them.”