Initiative will oversee the bank’s media management in Australia and Hong Kong, as well as in Belgium, France, Germany, Ireland, Italy, the Netherlands, New Zealand, Poland, Scandinavia, Spain and Switzerland – the markets where the bank is active.
Initiative will take over Rabobank’s account on 1 January, 2010, and will additionally handle the bank’s strategy, research and insight and media development.
Rabobank is a top-five advertiser in the Netherlands, with gross billings in 2008 of €93 million (US$135.6 million), according to Nielsen. According to the agency, the win is Initiative’s biggest in the Netherlands for more than15 years.
Initiative and Rabobank have worked together since 2004, when an Initiative subsidiary was appointed the bank’s global online agency.
