Initiative Sydney win Australian Radio Network media account

The Australian Radio Network has appointed Initiative Sydney to its media strategy, planning and buying portfolio following a competitive review.

Calling itself a “culturally-driven” media agency, Initiative Sydney will work across ARN’s KIIS and Pure Gold networks and iHeartRadio.

ARN chief marketing officer Anthony Xydis believes it’s the perfect fit for the network.

“Our ambition is to have the leading stations in all markets, and our extensive media review was focused on energising our approach to understanding our audiences and aligning with planning and buying objectives.

“Initiative impressed us with their broad offering, insights and strategic capabilities which we are confident will help us accelerate growth across our diverse broadcast, digital, social and streaming portfolio.”

Initiative Australia CEO Melissa Fein says the ARN relationship is exciting.

“ARN are one of the most progressive and fast-moving media and entertainment companies in Australia.

They have the ability to reinvent themselves at the speed of culture, providing a perfectly symbiotic opportunity for us to collaborate on building a long term results-orientated partnership that will help them achieve their No.1 goals in market.”