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.