Sydney, February 7, 2024 – In a significant development for Australia’s media and entertainment landscape, Crown Resorts, a premier entertainment group, has announced Initiative as its new media agency of record, following an exhaustive media review. This pivotal partnership signals Crown’s ambitious next phase in its brand transformation journey, with Initiative tasked to oversee comprehensive media strategy, planning, and buying across all channels, including digital and performance marketing.
Crown Resorts embarks on this new chapter following the recent launch of its refreshed brand identity, aiming to solidify its stature as a top-tier entertainment destination globally. This strategic alliance is set to leverage Initiative’s expertise in fostering brand growth and value through innovative and connected media solutions.
Yolanda Uys, the newly minted Group Executive General Manager – Brand & Marketing at Crown Resorts, expressed her vision for the brand’s future and the rationale behind choosing Initiative as their strategic partner. “Crown is part of Australian history and has been a part of the stories that have shaped our cities. With a refreshed brand identity, re-energised marketing team and a strong appetite for growth, we are set to write the next chapter together. We look forward to partnering with Initiative to unlock strategic growth and tapping into their connected thinking to accelerate business growth and build brand value,” Uys stated.
Echoing this sentiment, Melissa Fein, CEO of Initiative Australia & New Zealand, shared her excitement about the collaboration. “As a proud Melburnian, I’ve always seen Crown as an iconic brand. Combine that with Initiative’s footprint mirroring Crown’s; our shared belief in the power of culture to grow brands; and all the positive impact we’ve created via our strategic project-based work to-date, it feels like we have all the makings for a powerful partnership,” Fein remarked.
The account will be steered by Initiative’s Melbourne office, with significant support from Sydney’s strategy and planning teams, indicating a synergistic approach to propel Crown Resorts into its next growth phase. With work set to commence immediately, industry watchers eagerly anticipate the first campaigns to hit the market in Q2, heralding a transformative era for both entities in the dynamic Australian entertainment sector.
