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

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



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.

Please login with linkedin to comment

Initiative Melbourne

Latest News

Data Pooling: What Is It And Why Does It Work?
  • Technology

Data Pooling: What Is It And Why Does It Work?

A business’s data is a valuable tool in both a commercial and operational sense. When combined with another company’s data, this value soars, explains Steven Millward, General Manager – Product, Sales and Marketing at smrtr in this piece. As the saying goes, ‘sharing is caring’, and when it comes to data, sharing can serve as […]

Opinion

by B&T Magazine

B&T Magazine
Kogan Pays $310K For Breaching Spam Laws
  • Marketing

Kogan Pays $310K For Breaching Spam Laws

Kogan Australia has agreed to a court-enforceable undertaking, and paid a $310,800 infringement notice, for breaches of Australian spam laws. An Australian Communications and Media Authority (ACMA) investigation found Kogan sent more than 42 million marketing emails to consumers from which they could not easily unsubscribe, the authority said in a press release. Instead, Kogan […]

by B&T Magazine

B&T Magazine
Koala Conquers COVID Hurdle For New Commercial With 12K Video Shots
  • Campaigns
  • Technology

Koala Conquers COVID Hurdle For New Commercial With 12K Video Shots

Paying homage to the Vincent Desiderio painting ‘Sleep’ and Kanye West’s ‘Famous’ music video, Koala Furniture’s new commercial shows a range of people all comfortably sleeping on their Koala Mattresses. Like the ‘Famous’ music video, the commercial for Koala’s new mattress begins with a close up of a single sleeping person and then slowly pulls […]

Free TV Australia Calls For “Speedy Action” On Media Bargaining Code, Sorrell Voices Concerns
  • Media

Free TV Australia Calls For “Speedy Action” On Media Bargaining Code, Sorrell Voices Concerns

The government is being urged by media businesses to pass the controversial News Media Bargaining Code into law, as the Senate Economics Committee considers the changes this week. Free TV Australia this morning reaffirmed its support for the proposed code and called for “speedy action” on the matter. “There has rarely been a more important […]

by B&T Magazine

B&T Magazine
NAPLES,ITALY- DECEMBER 11, 2013:Rubber Soul is an album by the Beatles del1965, when they were at the peak of popularity. It is the first Beatles album to not contain the name of the group on the cover.
  • Media

The ‘500 Greatest Songs Of All Time’ To Play On Nine Radio In Feb

On Monday, 1 February, Nine Radio will start the countdown for the 500 greatest songs of all time on Magic 1278, 4BH 882, 2UE 954 and 6GT DAB+. Hosted by Stevie Jacobs, the week-long celebration will be a feast of non-stop appointment listening for music lovers right across the country. With listeners invited to vote […]

MediaCom Unveils New Logo & Agency Proposition ‘See The Bigger Picture’
  • Media

MediaCom Unveils New Logo & Agency Proposition ‘See The Bigger Picture’

MediaCom has unveiled its new global agency proposition: moving forward, the network will help clients ‘See the Bigger Picture’. By providing services in response to client needs, MediaCom will help identify and maximise new areas of growth for brands to increase return on marketing investment. This ambitious agenda will be achieved through an evolution of […]

The US Capitol Building at dusk.
  • Technology

Tinder, Bumble Banning US Capitol Rioters

Dating applications Tinder and Bumble are playing a part in identifying US Capitol rioters, by using images taken from inside the siege—a move that is leading to them being banned on both platforms. According to The Washington Post, women as well as men have in certain instances turned Tinder and Bumble into “hunting grounds” by […]

by B&T Magazine

B&T Magazine
PEDESTRIAN.TV Moves Self-Care Festival Online For 2021
  • Media

PEDESTRIAN.TV Moves Self-Care Festival Online For 2021

Pedestrian Group has announced it will be taking the third iteration of its national self-care festival Selfish online in 2021. Selfish Sessions, running virtually from February 24 – 26, will reflect on what self-worth means to young Aussies, focusing on long-term strategies to improve their intellectual, emotional and creative wellbeing off the back of a […]

Depositphotos Reveals Visual Trends 2021
  • Media
  • Technology

Depositphotos Reveals Visual Trends 2021

Depositphotos has released its annual visual trends report, revealing symbols of optimism, our physical and digital wellbeing, inspiration in nature, and earthy tones are expected to trend in 2021. The project, ‘Visual Trends 2021: Living a New Reality’, explores how visual communication has changed in light of the past year to uncover a roadmap for […]

OMA: Outdoor Revenues Plummeted Almost 40% In 2020
  • Media

OMA: Outdoor Revenues Plummeted Almost 40% In 2020

The OMA has announced the out of home industry saw a decrease of 39.4 per cent on net media revenue for 2020, reporting $566.5 million, down from $935.5 million for 2019. Q4 saw a decrease of 32.9 per cent on net media revenue year-on-year, posting $181 million, down from $269.9 million for quarter four 2019. […]

Personalised Shopping In 2021 – What’s Changed?
  • Partner Content

Personalised Shopping In 2021 – What’s Changed?

At no time in history was retail forced to evolve more rapidly than in the crucible of 2020. Those brands reliant on face-to-face personalisation suddenly found themselves without foot traffic to drive sales. And those brands just getting a handle on personalisation in a digital environment found themselves having to scale almost overnight to compete […]

Partner Content

by B&T Magazine

B&T Magazine
A-League Clubs Partner With Epic Games In New Fortnite Campaign
  • Media

A-League Clubs Partner With Epic Games In New Fortnite Campaign

This week, three A-League clubs will partner with Epic Games to celebrate global football in Fortnite, alongside more than 20 other top clubs from around the world. Starting on Sunday, players can choose from 10 different variants of new “Kickoff Set” outfits to represent their favorite club in-game. Each outfit can be swapped to any […]

Sunnyvale, California, USA - April 4, 2018: Headquarters for Google Cloud computing, located at 1155 Borregas Ave, Sunnyvale, CA 94089.
  • Technology

Google Cloud Partners With Optus For Customer Support Transformation

Google Cloud today announced a three-year strategic partnership with Optus to enhance the telco’s customer support transformation through its Contact Center AI (CCAI) solution. Optus will be the first telecommunications provider in the ANZ region to use this technology from Google Cloud, and the partnership has already resulted in a reduction in customer resolution times. […]

“Forefront Of Helping Publishers!” CarExpert Boss Slams Criticism Of Facebook & Google In Australia
  • Technology

“Forefront Of Helping Publishers!” CarExpert Boss Slams Criticism Of Facebook & Google In Australia

While some publishers are mounting a campaign against Google and Facebook, insisting they pay for their news content, the co-founders of CarExpert.com.au have come out in support of the social media titans. “Google has always been at the forefront of helping small publishers establish their brand,” said CarExpert.com.au co-founder and managing editor, Paul Maric. “Our […]

Hipages Launches New Digital Tradie Campaign
  • Campaigns

Hipages Launches New Digital Tradie Campaign

hipages has launched a new digital-led campaign, which builds on the “Change The Way You Tradie” brand platform, directly targeting Australian tradies to demonstrate the platform’s value in supplying businesses and sole-traders alike with qualified job leads. The new humorous creative features six real tradies who have experienced success with hipages, spanning categories including building, plumbing, […]

How Data Can Solve Your Churn Problems
  • Technology

How Data Can Solve Your Churn Problems

Here's top tips on solving your churn problems. So, arguably of no use to anyone with indigestion or a blocked sewerage.

Opinion

by B&T Magazine

B&T Magazine