Peet appoints Initiative to national media portfolio

Property group Peet Limited, has appointed Initiative Perth to manage its national media communications portfolio.

The company has one of the largest land banks of any ASX-listed property group and manages about 70 company-owned syndicated, managed and joint-venture projects across Australia.

Initiative was appointed by Peet following an initial national competitive tender consisting of five agencies leading to direct responses to a brief from three media agencies.

Initiative will be responsible for media planning and buying, search marketing, programmatic, activations, social, and content amplification across the group. Peet has moved from a state-by-state campaign approach, to a consolidated national approach with a view to building the brand, driving business results and leveraging campaign activity to support national business KPIs.

“The media landscape is a dynamic one and we are very pleased to be partnering with a firm like Initiative that is such a well-respected industry leader,” said Peet’s Managing Director and CEO, Brendan Gore (pictured). “We look forward to the significant contribution Initiative will make to Peet in the months and years ahead.”

Clive Bingwa, managing director of Initiative and IPG Mediabrands Perth, said the agency’s new partnership with Peet would involve a comprehensive media portfolio.

“We will be engaging leading edge connections platforms to drive business results across the country.  We are absolutely thrilled to have been selected.”

The national appointment is effective from July 1, 2017.