RAC media account moves to Initiative

Following an extensive five month review process the RAC has appointed Initiative to their estimated $8 million plus account. It’s a major coup for Initiative, who outpointed previous incumbents Ikon and Vizeum.

Previously Ikon held the above the line media spend and Vizeum (previously Emitch) the digital component.

Initiative Perth Managing Director Chris O’Keefe said the RAC win was a big moment for the agency: “The RAC is one of Western Australia’s best known and respected brands. They have a strong heritage and are poised for exciting future innovations and opportunities. We are thrilled to be working with them.”

When contacted for comment Ikon managing director Erin Corner said: “Ikon has enjoyed the privilege of a long and successful partnership with the RAC. While it is disappointing that we won’t get to continue what has been a terrific relationship we wish the RAC every success in the future.”