Initiative Melbourne wins Plush Sofas account
Initiative Melbourne says they are "thrilled" to win the account, which is in one of the most competitive marketing sectors.
- Initiative Melbourne has won the national account for Plush Sofas after showing an “impressive” level of insight around the retail landscape.
- The account begins immediately
The Melbourne team from Initiative has been awarded the Plush Sofas’ national media account, after a successful in-person pitch.
Plush Sofas is a national sofa and lounge retailer founded in Victoria more than 20 years ago, and has a network of 46 showrooms around Australia
“Initiative presented a strong proposition as our media agency partner,” Dzu Huynh, Plush CMO, said.
“Their level of insight and intelligence around the retail landscape was impressive and their philosophy around building brands in culture resonated strongly with us. We’re excited about Initiative joining the Plush family and what this partnership will bring.”
Sarah James, Initiative Melbourne managing director, said her team was delighted to win the account.
“We have very strong credentials in strategy and implementation and are able to clearly articulate our effectiveness as a media partner,” she said.
“Retail is of course one of the most competitive marketing sectors and we are thrilled to be working with such a progressive marketer as Plush Furniture.”
The account begins immediately.
Specsavers head of market and planning, Shaun Briggs, needed a big brand hit to kick-start life after Covid. MAFS was hardly love at first sight. But it quickly grew – literally – as the brand, its agency AJF Partnership, and Nine’s Powered creative unit delivered a bespoke integration within weeks. For Briggs, “it’s been an eye opener”.