Initiative scoops HMV Singapore's work from OMD

Initiative general manager Julie Tilley said that there was no formal pitch, but added that the agency had to demonstrate it could handle the business. "HMV asked us to present our credentials and to show how we would work on the account. In particular, they were looking for innovative ideas that would help them climb above the competition, such as what we did for Ikea in Nickelodeon's 'Nick takes over your room' campaign (Media, July 11)," Tilley said.

She said that competition in the music and video retail category in Singapore was hotting up, especially from local brands, such as That CD Shop.

Initiative is currently working on a Christmas campaign for HMV as well as plans for next year. There was no change in the creative brief, which is handled by an in-house team at HMV.