Initiative secures Crown Resorts media account, ending 30 year partnership with Carat

Melissa Fein, chef executive officer Initiative Australia and New Zealand on Initiative Australia winning Crown Resort media account

Melissa Fein: “It feels like we have all the makings for a powerful partnership.”

Casino giant Crown Resorts has appointed Initiative as its media agency of record following a competitive pitch. Initiative’s remit will cover full-funnel media strategy, planning and buying, including performance and digital. The assignment is in immediate effect, with the first work from Initiative expected to hit the market in Q2.

The Crown Resorts media account was put to pitch in October 2023, with the incumbent agency Carat notably not re-pitching for the account. Carat, part of Dentsu, held the Crown Resorts media account since the gaming and entertainment group‘s launch in 1994.

Melissa Fein, chief executive officer Initiative Australia and New Zealand, said, “As a proud Melbournian, I’ve always seen Crown as an iconic brand.

“Combine that with Initiative’s footprint mirroring Crown’s, our shared belief in the power of culture to grow brands, and all the positive impact we’ve created via our strategic project-based work to date; it feels like we have all the makings for a powerful partnership.”

Yolanda Uys, the newly appointed executive general manager of brand and marketing at Crown Resorts Group, said, “Crown is part of Australian history and has been a part of the stories that have shaped our cities. With a refreshed brand identity, a re-energised marketing team and a strong appetite for growth, we are set to write the next chapter together.

“We look forward to partnering with Initiative to unlock strategic growth and tapping into their connected thinking to accelerate business growth and build brand value.”

The appointment comes after Crown’s recent unveiling of a refreshed brand, signalling a new era and strategy that looks to position Crown as a world-class entertainment destination.

Crown’s business will be managed out of Initiative Melbourne, leaning heavily into Sydney’s strategy and planning capabilities. 

See also: Initiative Australia support youth mental health charity batyr with pro-bono campaign

Top Image: Melissa Fein

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