Initiative Australia has been named ME Bank’s new media agency following a competitive review that focused on skill sets in digital customer acquisition.

ME Bank is 100 per cent owned by some of Australians largest industry super funds and is dedicated to helping everyday Australians get ahead.

Initiative was awarded the business based on the agency’s capabilities and track record in digital communication and analytics. During the review the agency worked with IPG Mediabrands sister business Anomaly, the group’s specialist analytics and research division.

“ME Bank is increasingly focusing on the digital channel and the purpose of our review was to ensure ME Bank was working with the most insightful and efficient digital tools to help communicate with our existing customers, while focusing on customer acquisition,” said ME Bank Chief Marketing Officer, Rebecca James (pictured).

“We were impressed with Initiative’s capabilities in these areas as well as their understanding of the changing communication and media landscape. We are looking forward to working with the agency in this new partnership,” said Ms. James.

Initiative Australia CEO Lee Leggett said the new partnership with ME Bank was a great boost for the agency.

“This is a fantastic win for Initiative and in particular the Melbourne team. ME Bank is focusing on the digital channel with a true challenger approach to the market. We demonstrated we had the right experience, people and skills to help grow their business and their brand,” said Leggett.