Netflix Australia has named IPG’s Initiative as the agency of record and Amplify as lead creative agency.
Jo McAlister, CEO of Initiative Australia, said in a LinkedIn post: “To say the team are excited is an understatement. It’s been quite the start to 2025, and we are bursting to work with one of the world’s leading entertainment brands.
“We share many values with Netflix, one being the mutual ambition of sparking conversation, which connected us from the start of the pitch process. And of course, the team are long-term Netflix devotees; we had so much fun consuming content as we prepped for the meetings.”
Gareth Davies, managing partner of Amplify Australia, also said in a LinkedIn post: “Since first working together in 2022, Amplify has been thrilled to contribute to a number of impactful creative campaigns for Netflix Australia.
“You can only imagine the team’s excitement to continue this relationship in an ongoing capacity across 2025, as we look forward to creating ideas, revolutionising storytelling, breaking formats and building on Netflix’s important role in culture together.
“It was clear from our first meeting that both Netflix and Amplify place immense importance on contributing to culture, something that we can’t wait to start working on across the business’ range of world-class entertainment offerings”
Tony Broderick, director of marketing, ANZ at Netflix, welcomed the streaming giant’s new partnerships. In a LinkedIn post about working with Initiative, he said: “We are so pleased to welcome Initiative as our retainer media partner in Australia! At Netflix, our passion for culture, creativity, and conversation drives everything we do. After a highly competitive pitch process, Initiative impressed us with their passion for entertainment, creative spirit, and deep media expertise, making them the perfect match.”
Broderick said of Amplify: “We’ve loved partnering with Amplify on campaigns like Heartbreak High, Emily in Paris, and Leave the World Behind. Each idea has been unique, and we’re excited to make them our lead creative agency for 2025.
“Together with a village of production partners, we can’t wait to tap into their creativity, agility, and cultural passion to spark conversation and delight our members even more,” he added.
Success so far
This win comes after the agency was handed Volvo’s media account earlier this year after 25 years with incumbent WPP’s Mindshare.
The account spans key markets, including the U.S., U.K., Germany, Sweden, Japan, Australia, and Korea. Work will begin in 2025 after a brief transition period, as initially reported by Ad Week.
A Volvo spokesperson told Mediaweek: “We regularly evaluate our agency model and operations to ensure we are equipped with the right technologies, agility, and efficiency.
“We have appointed Initiative, powered by IPG, to lead our media strategy, planning and buying, in all regions with the exception of China.”
Initiative also successfully retained Goodman Fielder’s media account, which was announced last month. The agency will continue overseeing the company’s ATL media, including strategy, planning, buying, implementing and reporting, plus BTL media, as well as retail marketing planning.
A Volvo spokesperson told Mediaweek: “We have appointed Initiative, powered by IPG, to lead our media strategy, planning and buying, in all regions with the exception of China.”
Acquisition
News of Initiative winning Volvo’s global media account comes after Omnicom acquired Interpublic Group in December. The board of directors for the holding companies unanimously approved a definitive agreement pursuant to which Omnicom will acquire Interpublic in a stock-for-stock transaction.
The acquisition of Interpublic will make the combined holding companies the industry’s deepest bench of marketing talent, and the broadest and most innovative services and products.
Agencies under Interpublic include Initiative, Kinesso, Magna, McCann, Mediahub, R/GA and UM. These add to Omnicom’s current stable of Hearts & Science, OMD, PHD, BBDO, TBWA and Flywheel.
The new Omnicom will have over 100,000 expert practitioners. The company will deliver end-to-end services across media, precision marketing, CRM, data, digital commerce, advertising, healthcare, public relations and branding.
The acquisition of Interpublic will make the combined holding companies the industry’s deepest bench of marketing talent, and the broadest and most innovative services and products. Pictured: John Wren and Philippe Krawkowsky