The Sydney office of IPG Mediabrands’ Initiative has been appointed to handle media communications for confectionery brand Werther’s Original.

The new assignment adds to Initiative’s national string of wins in 2018, which have included the Western Australian government, Revlon and Destination Canada.

Werther’s Original is an iconic confectionery brand in Australia, manufactured by German company Storck and distributed locally by Stuart Alexander and Co.

Initiative will plan and manage all Werther’s Original media investments including presence in TV, digital channels, out-of-home and activations.

Ann-Marie Raza, head of confectionery at Stuart Alexander, said: “We are excited to be working with Initiative on Werther’s Original.

“The agency has a unique approach to connecting brands and people through cultural relevance, and how that applies to Werther’s Original could be an important angle for us.”

Initiative Sydney general manager Nick Wokes said: “Werther’s Original is an iconic brand that stirs fond memories for a lot of people and we are looking forward to leveraging this strong connection with audiences across Australia.”