Initiative wins $4.5m ME Bank media account from from Huckleberry

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Initiative’s Melbourne office has won the media account for ME Bank following a two way pitch between them and incumbent Huckleberry, Mumbrella can reveal.

The move sees the bank, which is owned by some of Australia’s largest industry super funds, shift its media buying over to the Mediabrands media agency which won the broader $9m Industry Super Funds media account last year.

“We were impressed with Initiative’s capabilities in these areas as well as their understanding of the changing communication and media landscape. We are looking forward to working with the agency in this new partnership,” said Rebecca James ME Bank’s chief marketing officer.