new media account for madman

Initiative wins Madman

OLIVIA COLLINGS
B & T
6/8/08

http://www.bandt.com.au/dirplus/images/bttoday/newsletter/06_08_2008.pdf

Initiative has won the media account
for Madman Entertainment, believed
to be worth $3m.
Madman is a division of Funtastic, a
marketer and distributor of consumer
branded merchandise, and is Australia’s
largest independent DVD and film distributor.
With offices in Melbourne and
Auckland, they also distribute DVD
and film content on behalf of SBS, Cartoon
Network, Sesame Workshop and
Palace Films amongst others. Madman
was also behind the popular Australian
film, Kenny, (December 2006), which is
considered one of the most successful
Australian film releases of all time.
Speaking about the appointment of
Initiative, Madman’s marketing manager
Emma Watts said: “Initiative
shares our values and has demonstrated
terrific passion and commitment to
understanding our business needs and
we’re impressed with their confidence
to use communications to grow our bottom
line, whilst maintaining the integrity
of our marketing communications
strategies.”
The account was previously managed
by boutique agency Rockit, and
Initiative commenced officially on
August 1.