IPG Medibrands’s Initiative has been appointed agency of record to the Fujitsu General Australia business.

The announcement comes following a competitive pitch process which commenced in December 2018 and concluded this month.

It also comes off the back of the end of Fujitsu General Australia’s ten-year partnership with 303 MullenLowe.

Fujitsu General Australia, part of Fujitsu General Limited credited the appointment of Initiative to its demonstration of market-leading thinking.

Fujitsu General Australia’s national marketing manager Zdenka Micallef said: “Initiative showcased outstanding thinking that turned what we know about our category on its head.

“Their insight into how our brand currently interacts in culture, and how we can make a difference in the lives of our consumer, was truly a differentiator”.

Initiative Australia CEO Melissa Fein said: “Fujitsu General Australia is a leading brand that is very much embedded in the Australian culture.

“Its category is not only competitive but requires agility and innovative thinking to stay relevant.

“We are incredibly excited about this partnership, and the opportunity to help Fujitsu General Australia step forward into its new journey with confidence”.

Marketed as “Australia’s favourite air”, Fujitsu General Australia has a product portfolio to suit residential and commercial applications.