Sony Music Australia has appointed Initative after a competitive tender, with Mediabrands Australia chairman Henry Tajer looking to “introduce other clients to the power of music”.
It is understood former agency Ikon, which picked up the business in 2007, declined to repitch for the diverse account.
While Initiative will be the lead on the account, they will also be assisted by the other IPG Mediabrands businesses for the business, and will start work immediately.
Tajer said: “We are truly delighted to win the Sony Music business and to create this new partnership.
“The key to being successful for Sony Music will be in the flexibility of how our diversified marketing and business capabilities combine with Sony Music’s broad and diverse business.
“Having the ability to introduce our other clients to the power of music through this new partnership brings a new dimension that we look forward to growing in the future.”
Chairman & CEO, Australia & New Zealand of Sony Music Entertainment, Denis Handlin (pictured) added: “Our artist development, marketing, promotion and business diversity are at the forefront of the industry.
“Initiative and IPG Mediabrands displayed excellent knowledge and sensitivity to the requirements of Sony Music’s business and the continually evolving media landscape. I am delighted to welcome them as our new media agency partners.”
Ikon Sydney's managing director PAt Crowley said while they had enjoyed their time working with the brand, the tender period felt like the "opportune moment to part ways".
He added: "Ikon Communications Sydney MD, Pat Crowley said, “We have worked with the Sony Music team for the last six years and have enjoyed every minute with our staff building some very strong relationships, both personally and professionally.
“We have worked on successful joint brand partnerships with other Ikon clients, we have helped launch exciting new artists and we have had some really fun times, all with a really great bunch of people.”