ARN appoints Initiative Sydney to its media portfolio following an extensive pitch process

Initiative Sydney, the culturally-driven media agency within IPG Mediabrands, has been appointed to the media strategy, planning and buying portfolio for Australian radio and audio entertainment groups, Australian Radio Network (ARN), following a competitive review.

ARN broadcasts across six metropolitan markets to over 4.9 million people each week across three core brands; The KIIS Network, The Pure Gold Network and The Edge. ARN also operates iHeartRadio Australia, a free, all-in-one radio, music streaming, podcast and live events platform.

Says Anthony Xydis, chief marketing officer, ARN: “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.”

Says Melissa Fein, CEO, Initiative Australia: “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.”