Fantastic Furniture, Australia’s leading value-driven furniture and bedding retailer, has renewed its partnership with media agency Initiative for another year. This reappointment underscores Fantastic Furniture’s confidence in Initiative’s capabilities, as the agency has been instrumental in amplifying the brand’s reach and engagement across Australia. The new contract comes into effect immediately, with Initiative set to continue its comprehensive media remit.
Shaping a Strategic Media Future for Fantastic Furniture
Since Initiative’s appointment in August 2023, the agency has taken charge of Fantastic Furniture’s national and local media planning and buying. This includes an extensive array of platforms like broadcast, print, out-of-home (OOH), radio, cinema, and broadcast video on demand (BVOD). Initiative’s tailored approach has positioned Fantastic Furniture at the forefront of retail media, fostering increased customer interaction and driving remarkable sales results through campaigns that resonate with consumers nationwide.
Ambitious Goals and Collaborative Success
Reflecting on the renewed partnership, Jo McAlister, Managing Director at Initiative Sydney, shared her enthusiasm: “We set ambitious goals when we were appointed last year, promising Fantastic Furniture’s team that we would increase its brand presence, drive customer engagements, and boost sales. Together, we have found a sweet spot, and we have more than achieved those ambitious goals by utilizing our industry-leading tools to create new thinking and develop effective campaigns that are a cut above Fantastic Furniture’s competitors.”
She continued, highlighting the mutual respect and synergy between the two teams: “But the most exciting part of our reappointment is we simply love working with Fantastic Furniture’s marketing team and across the business. They are a brave and ambitious team, who are not afraid to try new channels and strategies, and it is this level of trust that we have in each other that has enabled Initiative to deliver best-in-class outcomes for the brand.”
Pushing Boundaries with Strategic and Creative Ingenuity
Melissa Monneron, Chief Marketing Officer at Fantastic Furniture, also expressed her excitement about continuing this successful partnership: “We are thrilled to continue working with Initiative. Together, we have shifted our brand metrics to new heights. They have brought a level of strategical and creative smarts to our business that has yielded excellent results, and we are excited about what is to come.”
Monneron emphasized the foundational work that Initiative has done for the brand, stating, “Initiative started its tenure by undertaking an in-depth analysis of our business, challenging us to think differently about our brands and our customers. This enabled us to set clear and sustainable long-term business objectives which are already achieving growth for Fantastic.”
Strengthening Brand Identity Through Memorable Campaigns
One of the key achievements since Initiative’s initial appointment has been the development of a new strategic audience framework for Fantastic Furniture. This framework has guided several successful campaigns, such as the ‘Find Your Fantastic’ initiative, as well as the brand’s Black Friday and annual Christmas Sale campaigns. Additionally, Initiative has been a critical partner in launching new stores in Melton and Tweed Heads, further solidifying Fantastic Furniture’s footprint across Australia.
The partnership renewal signals the brand’s commitment to innovation and market leadership, with Initiative’s creative and strategic expertise continuing to fuel Fantastic Furniture’s growth journey.
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