Cerebos leads joint regional pitch in 5 markets with Initiative

This first-ever regional pitch worth more than US$65 million (Bt2.3 billion) was managed by pitch consultant R3 across the markets of Thailand, Taiwan, Malaysia, Singapore and |Hong Kong. The pitch was awarded to Initiative, a full-service media agency that is part of the IPG Mediabrands global network.

Key market
Initiative was incumbent in some of the countries in Asia, including Thailand – its key market in the region – which held the business for nearly 30 years. |The other incumbent market |was Singapore.
Before its consolidation, the Japanese group worked with a variety of agencies including Vivaki, Mindshare and local shops in the region.
“We are happy to select Initiative as our media partner in the region,” said Neerja Sewak, regional chief commercial officer of Suntory Group.
“It is the team’s passion and deep relationship in our biggest market that gives them the edge.
“Going from eight agencies to a single agency will bring synergies, stronger strategic partnership at the regional level and better quality of service at the market level.
“My team is looking forward to working with Initiative to create a winning partnership.”