Deliveroo taps Initative to lead branding efforts in Australia

27 September 2019 3 min. read
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Deliveroo’s media and communications in Australia will now be managed by global marketing & advertising consultancy Initiative. The Deliveroo account will be managed by Initiative’s Melbourne office, where professionals will work to propel the Deliveroo brand across an increasingly diverse and international market.

Based in New York, Initiative is a media and marketing agency with a global profile. With the aim of driving brand growth, the firm tracks the cultural environment at an organisation to provide clients across the globe with long-term media solutions. Initiative calls this approach ‘Cultural Velocity’.

The firm employs more than 3,000 professionals worldwide, operating in more than 80 countries. Initiative is riding a wave of growth at the moment, having won 11 major contracts this year, including that of Big Four accounting and advisory firm KPMG.

Carnival Australia, Tourism Vancouver, Australian Radio Network, Fujitsu and Swinburne University are some of the other firms that Initiative has begun work with this year. A majority of these are in Australia, which symbolises the current attitude towards branding in the country.

Deliveroo taps Initative to lead branding efforts in Australia

A recent Deloitte Australia survey revealed that building a brand is the fourth largest priority for many businesses, after more pressing concerns of increasing revenue, improving customer service and increasing market shares. While some are turning to companies like Initiative to support with their brand development, others are appointing internal branding and marketing officers. 

Deliveroo has opted to tap Initiative for support, with the aim of consolidating its brand in the country. “With so many diverse markets in the region, it’s important that we have a strong, strategy-led partner to help us accelerate growth. In Initiative, I think we have found just that,” commented Fiona Hampshire, Deliveroo’s Asia Pacific and Middle East marketing lead.

The food-delivery firm’s head of marketing for Australia, Jenny Brook, indicated how Initiative is a good fit for Deliveroo’s current phase of growth. “Initiative’s data-driven, strategic approach, combined with their culture-led proposition, gives us confidence in their ability to drive our ambition forwards,” she said.

CEO at Initiative Australia Melissa Fein added, “Deliveroo is a very innovative, progressive and highly ambitious brand that is trailblazing a new sector in the global and Australian economies. This is a great win and will complement the strategy and creative-media capabilities of our Melbourne and national teams.”