Initiative Melbourne Snares Genuine Parts Company’s Media Away From MediaCom

Initiative Melbourne Snares Genuine Parts Company’s Media Away From MediaCom

Australasia’s largest automotive aftermarket parts and accessories provider, Genuine Parts Company (GPC) ANZ, has appointed Initiative Melbourne to manage its media planning and buying portfolio following a competitive pitch process. The handover is official from June 2020 and covers both the Australian and New Zealand markets.

B&T understands the account was previoualy held by GroupM’s MediaCom.

GPC ANZ manages a substantial portfolio of automotive aftermarket, generalist and specialty, retail and trade brands, including but not limited to, Repco, NAPA and Sparesbox. Their pursuit to find a new media agency comes soon after launching revised brand propositions and an internal business transformation. The appointment will assist GPC enhance future Marketing campaigns and activations.

In a highly competitive market, GPC has undergone significant transformation which has seen it drive business efficiency, productivity and true agency partnering. So, it seemed timely that their quest for a new media agency was part of those plans.

GPC’s general manager marketing ANZ, Diana Di Cecco (main photo), explained, “Not all agencies are equal. Finding the right media partner for our business is key to our continued success. It is quite a cluttered media market out there so it’s important that our future agency met our business needs and were a perfect fit from a values perspective. We’re delighted to appoint Initiative Melbourne as our media partner and excited about how they will deliver in the key areas.”

GPC has been evaluating each of its agencies and found media services were being significantly underserviced. Rather than a transactional relationship, Di Cecco explained that “agencies should be an extension of the marketing team and not simply ‘book spots’. There’s more to it than that. We want to more effectively communicate with existing customers, engage prospective customers and build customer-based brand equity. That’s what Marketers do. We can’t do it alone. We need exceptional partners.”

Di Cecco added, “The pitch process was intense. It showed us who Initiative really are and provided a lens into their approach to media and business. They showcased high levels of professionalism and superior strategic thinking, balanced with tactical and integrated communications. It was easy to see they were passionate and performed well under pressure. Most importantly, there was genuine chemistry between our teams from the very first meeting. The sum of this made the decision obvious. I wouldn’t want to be the agency going up against them in a pitch,” jested Di Cecco.

Sarah James, managing director at Initiative Melbourne said, “Generations of Australian motor enthusiasts have grown up on GPC’s brands, like Repco, as the go-to source for auto supplies. We are thrilled to be selected to help them accelerate their customer connectivity. Like most organisations, GPC is adjusting to new parameters of customer relationships across their brand portfolio and we are focused on helping lead the way.”

GPC and Initiative Melbourne have commenced working together and both parties look forward to embarking on more formal planning and activation in the coming weeks.




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