Singapore, October 24, 2023: It’s a narrative that has been building up over the past few months. Initiative, the media powerhouse proudly under the IPG Mediabrands umbrella, has just secured a spotlight role as the chosen media agency for Finnair, the distinguished full-service legacy airline from Finland. This thrilling development follows a thrilling pitch review back in September that had the industry on the edge of its seat.
Charting New Territories in Asia-Pacific
Initiative’s newfound mission covers a vast expanse of territory in the Asia-Pacific region, making its mark in four prominent markets: Japan, South Korea, Singapore, and Hong Kong. This partnership is no ordinary collaboration; it’s a symphony of media strategy, meticulous planning, and shrewd digital purchases.
The heartbeat of this decision lies in Initiative’s distinctive strategic approach, one that revolves around growth markets. Their mastery of performance metrics was the X-factor that sealed the deal.
Lara Allan, the Team Lead of Growth Marketing and Technology at Finnair, couldn’t be more excited. “In this monumental centennial year, Finnair is on the brink of an incredible journey. We’re ready to share our brand’s storied history and world-class offerings with adventurous APAC travelers eager for European escapades and more,” she said. “Teaming up with Initiative is more than a strategic move; it’s a match made in heaven. Their deep local knowledge, razor-sharp strategic insights, and vast media reach align perfectly with our forward-looking vision. As we set our sights on 2024, the potential is limitless. Our quest to expand our presence in Asia is just beginning.“
A Shared Vision for Tomorrow
Joining in the excitement, James Smyllie, President of Initiative APAC, chimed in, “Welcoming Finnair to our esteemed client roster is nothing short of exhilarating. We see this partnership as a golden opportunity to bolster Finnair’s brand presence and provide Flow-centric solutions, cementing their position as a global trailblazer in the aviation industry.“
The declaration of Initiative as Finnair’s media agency of record is the opening act of this thrilling narrative.
Meet Initiative
For those who aren’t acquainted with Initiative, they are the driving force behind global brands. They believe in the transformative power of media to redefine industry norms and craft a holistic consumer journey. Their philosophy is about connecting people while respecting their individual paths. Their portfolio includes success stories for global giants like Nike, Amazon, Merck, LEGO, and T-Mobile. With an unwavering commitment to responsible media, they ensure diverse, safe, and sustainable media strategies. Boasting a diverse team of over 9,000 professionals spanning more than 90 markets, Initiative stands as a beacon of inclusivity and forward-thinking. Their mission? Redefining not just the media landscape but, perhaps, the entire world.
