The agency won the China Petroleum project following a pitch that included Media Palette, Vizeum, Media Drive and GeoSun. The assignment is a new four-month island-wide TVC assignment for its automotive lubricant, Mirage.
"It is the first time the brand has been assigned to a media communications agency, and our first business with China Petroleum," said Steve Kuo, managing director for Initiative Taiwan.
Kuo added that the brief was for a one-off project that will allow China Petroleum to test the market and the agency’s performance. "There are many similar automotive lubricant products in the market, but they are quite conservative and seldom do any advertising."
Meanwhile, CatchPlay has appointed Initiative as media buying and planning agency for cinema releases without a pitch, following its successful performance on a project for Blockbuster, which Initiative previously held through Times Entertainment.
"As a Taiwanese motion picture distributor, CatchPlay faces fierce competition from MNC film distribution giants," said Kuo.
CatchPlay will also retain its relationship with Carat, which handles communications for CatchPlay’s DVD releases.
Initiative reels in Taiwan accounts
TAIPEI - Initiative Taiwan has secured two new accounts, winning a competitive pitch for a new China Petroleum brand, and an assignment from motion picture distributor CatchPlay.
