Initiative Wins Netflix Media Account

IPG media agency Initiative has recently secured Netflix’s media account, winning the local media pitch for the popular streaming platform. This decision followed a competitive process that began last year and included notable agencies like Wavemaker, Initiative, Kaimera, and S4’s The Monks. Incumbent Wavemaker lost the account due to concerns over client conflicts with recent appointments like Amazon and long-time client Paramount.

Jo McAlister, CEO of Initiative Australia, expressed extreme excitement about the opportunity to work with Netflix, one of the world’s premier entertainment brands. The values shared between Initiative and Netflix, including the goal of sparking conversations, were key factors that led to this collaboration. McAlister revealed that the team’s long-standing devotion to Netflix further fueled their enthusiasm for this partnership.

Tony Broderick, Netflix’s Director of Marketing ANZ, mentioned that Initiative’s passion for entertainment, creativity, and media expertise stood out during the pitch process. Their shared values and commitment to excellence made them the ideal choice for Netflix’s media partner in Australia.

In addition to this development, Netflix has appointed Amplify to handle its local creative account. Known for successful campaigns like “Bridgerton in Bowral” and “Upside Down downunder emergency,” Netflix has consistently exceeded its targets, including in the December quarter.

The synergy between Netflix and these agencies highlights the ongoing success of the streaming platform’s marketing efforts. If you have any thoughts on this topic, feel free to share them in the comments section below. And remember to stay updated by subscribing to the AdNews newsletter, liking us on Facebook, or following us on Twitter for the latest news and campaigns.