"This is just a beginning," said Grape's group media director, MJ Kim. Discussions over a JV between Grape and Initiative's creative sibling Lowe, which signed a similar agreement in October 2002, are also underway.
The pact between Initiative and Grape enables the Korean agency to supply Initiative tools to local clients. Grape has promoted media planner Yunho Kim to research and technology manager, responsible for co-ordinating the implementation of Initiative's techniques at the agency. Grape has already been using Initiative tools to service international clients such as Unilever, an account it took over from Diamond Ad at the beginning of the year, after winning a pitch with assistance from Initiative.
Initiative, Grape examine options for joint-venture
Initiative is to explore opportunities for a joint-venture with its partner in Korea, Grape Communications, formalising their relationship with a co-operation and service agreement.