Initiative Melbourne Wins Plush Sofas’ Media

Initiative Melbourne Wins Plush Sofas’ Media
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Initiative Melbourne has won a competitive pitch for the national Plush Sofas media account. The assignment is effective immediately.

Plush Sofas is a national retailer founded in Victoria over 20 years ago with a retail network of 46 showrooms across Australia.  It is the leading sofa and lounge specialist, known for high-quality products, customisable range, bespoke manufacturing and industry leading customer service.

“Initiative presented a strong proposition as our media agency partner,” said Dzu Huynh, Plush CMO. “Their level of insight and intelligence around the retail landscape was impressive and their philosophy around building brands in culture resonated strongly with us. We’re excited about Initiative joining the Plush family and what this partnership will bring.”

Initiative Melbourne managing director Sarah James said the agency team was thrilled to win the pitch for Plush Furniture, which was conducted with client and agency teams in the same room, as against video presentations that have become standard in the past year.

“We have very strong credentials in strategy and implementation and are able to clearly articulate our effectiveness as a media partner,” said James. “Retail is of course one of the most competitive marketing sectors and we are thrilled to be working with such a progressive marketer as Plush Furniture.”

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