Fantastic Furniture reappoints Initiative

Leading Australian value furniture and bedding retailer Fantastic Furniture has extended its partnership with Initiative, reappointing the media agency for another year.

Initiative’s remit will continue to encompass all national and local broadcast media planning and buying, print OOH, radio, print, cinema and BVOD.

Jo McAlister (pictured below), Managing Director, Sydney said the team was delighted to continue its work for Fantastic Furniture: “We set ambitious goals when we were appointed last year, promising Fantastic Furniture’s team that we would increase its brand presence, drive customer engagements and boost sales.  Together we have found a sweet spot, and we have more than achieved those ambitious goals by utilising our industry-leading tools to create new thinking and develop effective campaigns, that are a cut above Fantastic Furniture’s competitors.

“But the most exciting part of our reappointment is we simply love working with Fantastic Furniture’s marketing team and across the business. They are a brave and ambitious team, who are not afraid to try new channels and strategies, and it is this level of trust that we have in each other that has enabled Initiative to deliver best in class outcomes for the brand.”

Melissa Monneron, Chief Marketing Officer, Fantastic Furniture said: “We are thrilled to continue working with Initiative. Together we have shifted our brand metrics to new heights. They have brought a level of strategical and creative smarts to our business that has yielded excellent results, and we are excited about what is to come.

“Initiative started its tenure by undertaking an in-depth analysis of our business challenging us to think differently about our brands and our customers.  This enabled us to set clear and sustainable long-term business objectives which are already achieving growth for Fantastic,” she concluded.

Since the agency’s appointment in August 2023, Initiative has delivered a new strategic audience framework, leading to the successful rollout of several key campaigns, including ‘Find Your Fantastic,’ Black Friday and their annual Christmas Sale campaigns. Initiative continues to play a pivotal role in Fantastic Furniture’s new store openings including Melton and Tweed Heads.

The new contract commences immediately.