The win came after a competitive pitch against Dentsu' Media Palette and Media Edge.
The continuing partnership aims to improve ZA’s brand awareness and brand identity amongst Thai customers. Initiative Thailand has previously created campaigns for the brand that created rewarding results.
In 2011, the agency relaunched the brand through an integrated campaign that improved brand awareness and increased overall sales.
Earlier, budget carrier AirAsia shifted its US$3-million media business in Thailand to Initiative, from incumbent PHD Thailand.