Both the client and agency confirmed the win, which sees Initiative become the exclusive AOR, after sharing the business with MindShare during the past year. In late 2005, MindShare took over the US$75 million Unilever business, which Initiative had held for two decades.
Powdered energy drink Extra Joss is a leader in Indonesia's fast-growing concentrates category, and also expanded its offering to Malaysia last year.
Since losing the Unilever account, Initiative has also snared an additional brand brief from Kopi ABC, believed to be worth $2 million. In addition, the agency also scooped a $3 million media assignment from Universal Robina, covering 10 brands.
Initiative bounces back with new biz
Initiative has continued its recovery from the loss of its flagship Unilever Indonesia account by consolidating its hold on Bintang Toedjoe's media account for its Extra Joss brand, estimated at between US$8 million to $12 million.
