Group Yellow Powered by Mediabrands sets up in Perth to take over RAC media duties

RAC is changing its media portfolio with Initiative, setting up as a new entity called Group Yellow Powered by Mediabrands. Announced following the conclusion of a scheduled review of RAC’s media performance and future direction, the new model is effective immediately.

Group Yellow Powered by Mediabrands is completely seperate to Initiative and will be a dedicated hybrid-agency model managed by a core team of senior media executives in Perth, supported by a full range of skillsets within Mediabrands Australia.  Bringing together previously offered services, providing an integrated business offering.

The new model will be led by highly respected media executive Heather Lawson (pictured below), who has been appointed general manager of the new entity.

Lawson said, “The new agency model will provide RAC with a nimble media partnership. It’ll be particularly active in the digital space and provide a seamless brand experience across all media.”

RAC Chief Member Officer, Peter Williams, commented “RAC are proud to be building on our 8-year partnership with Initiative and evolving it to an even more integrated offering, with access to broader Mediabrands Australia capabilities and disciplines through a dedicated and local Western Australian team.”

Mark Coad, CEO of Mediabrands Australia, said the group’s resources would be on tap for Group Yellow Powered by Mediabrands. “We are very practiced at resourcing teams for bespoke programs of all magnitudes. The new agency model will have full attention from the Mediabrands leadership group, and we are excited to see this new model go to work for RAC.”