Initiative Snares Aussie’s $12 Million Media Away From Ikon
Mortgage broker Aussie has appointed Initiative to its national media portfolio which B&T understands is about a $12 million spend annually. The appointment comes as Aussie continues to strengthen and grow its brand.
The account was previously held by WPP’s Ikon, while its creative is done by CHE Proximity.
Aussie was founded in 1992 on a unique business model in the home mortgage market. Today, it has grown to be Australia’s largest and best-known branded mortgage broker, with a network of retail stores and mortgage brokers across the country.
“In our competitive review, Initiative impressed us with their overall proposition and alignment to the Aussie brand and culture. Initiative has digital performance capabilities and unique tools, combined with the ability to deliver big strategic ideas that will help drive the Aussie brand into the future,” said Sascha Hunt, head of marketing at Aussie. “Initiative has a strong understanding of the cultural landscape, as well as an engaged and passionate team who impressed us at every stage of the process.”
Melissa Fein, Initiative Australia CEO said, “We are elated to be partnering with such an iconic Australian brand with aggressive growth plans for the future. We’ll be trailblazing a new partnership to redefine Aussie’s role in the category and broader culture. We are also thrilled to be working with clients who want to put brand first in delivering big strategic ideas that will grow the bottom line.”
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