IAG moves media to IPG agency

July 6, 2021 12:48

IAG is moving its media account from WPP to IPG Mediabrands. The move sees media for its brands such as NRMA Insurance and CGU to be handled by media and communications agency Initiative going forward. Mindshare was the incumbent.

Initiative was appointed after a six-week pitch process and will commence work on 1 August.

IAG’s chief marketing officer, Brent Smart, said: “We hadn’t reviewed media for more than six years and a lot has changed in the space. The Initiative team blew us away with their energy and cultural fit, but in the end, we want great media thinking, and Initiative demonstrated that they could deliver it.

IAG’s Brent Smart

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.