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Sony Music Australia appoints Initiative & IPG Mediabrands

Initiative Australia and the IPG Mediabrands group of businesses have been awarded the Sony Music Australia media communications portfolio after a competitive pitch among leading media agencies.

Initiative will start work immediately on the new Sony Music assignment which will be led out of the Sydney office and supported by several of the other businesses within IPG Mediabrands.

“Our artist development, marketing, promotion and business diversity are at the forefront of the industry. Initiative and IPG Mediabrands displayed excellent knowledge and sensitivity to the requirements of Sony Music’s business and the continually evolving media landscape. I am delighted to welcome them as our new media agency partners, said Denis Handlin, Chairman & CEO, Australia & New Zealand and President Asia of Sony Music Entertainment.

“We are truly delighted to win the Sony Music business and to create this new partnership. The key to being successful for Sony Music will be in the flexibility of how our diversified marketing and business capabilities combine with Sony Music’s broad and diverse business. Having the ability to introduce our other clients to the power of music through this new partnership brings a new dimension that we look forward to growing in the future,” said IPG Mediabrands Australia’s Executive Chairman, Henry Tajer, adding that the group would bring a wide array of skill sets to support Initiative’s lead on the Sony Music business.

Sony Music’s partnership with Initiative and IPG Mediabrands will be led by Annick Perrin, Managing Director of Initiative Sydney.