Initiative Media was involved in a credentials pitch against Carat and
had to demonstrate its media buying and planning capabilities by working
on a project for a new product launch. Initiative Media will handle
media buying and planning for Bulgari, which advertises mainly through
print.
Bulgari's key advertising markets for perfumes are China, Hong Kong,
Singapore and Pakistan; while its accessories and jewellery are
advertised in Singapore, Thailand, Malaysia, Australia and China. Kathy
Biss-Barbera, Initiative Media client services director, and Patricia
Lim, the agency's senior media manager, will head up the account and
report to Lim Eck Seng, Bulgari marketing manager South Pacific.