Afterpay has appointed IPG’s Initiative to manage its national media portfolio after a review of several media agencies and their capabilities.
It caps of an impressive period for the agency, having snared IAG’s $25 million media account only last week,
The appointment is effective August 1, as Afterpay approaches an accelerating phase of growth with new products and business platforms, as well as a rapidly growing customer base in Australia already in excess of three million people.
Initiative Australia CEO Melissa Fein (main photo) said of the win: “Afterpay is the definition of a brand with cultural velocity. The business has revolutionised the financial technology and the buy now, pay later sectors. We couldn’t be more excited to partner with them as they continue to expand and accelerate their already rapid growth.”
