Initiative Melbourne follows Carpet Court loss with $4m new business haul

About a month after parting ways with Carpet Court due to conflict with hardware client Bunnings, Initiative Melbourne has reported winning the accounts of power tools maker Stanley Black & Decker and bedding and mattress company AH Beard.

The Interpublic media agency has been given a brief to re-invigorate Stanley Black & Decker’s key brands, which include DeWalt power tools.

Initiative won the AH Beard business after a joint pitch with Melbourne agency Samuelson Talbot & Partners, and is the client’s first independent media agency appointment.

The agency also picked up Master Tradesman, a sub-brand of the Master Builders Association of Victoria, toy company Big Balloon and internet domain registrar GoDaddy, amounting to a $4m billings haul, according to Initiative.

“The wins reflect both established and new brands joining the agency to accelerate their appeal in all media. We will apply our performance-led approach to their media communications and we are looking forward to helping grow these businesses,” said Andrew Mudgway, Initiative Melbourne’s MD.

Mudgway told Mumbrella that more new business announcements were in the pipeline, despite a quiet new business scene in Melbourne currently.