RAC’s ongoing agency and media review sees Initiative miss out

The first round of the RAC account review has seen Initiative Perth losing out on the media business. Their exit from the review ends their 12 year relationship on the RAC account.

RAC is currently undergoing an agency review of both its media and creative duties. Industry talk is it is believed RAC has indicated that they want the media and creative duties to be under one roof.

Incumbent on the creative account is The Brand Agency who have an in-house media department in addition to other media resources via the WPP Network.

Other agencies thought to be still in the review include KWP+Partners, with Atomic 212, and up to two others.

RAC first appointed Initiative Perth in August 2013 after a competitive tender that saw the business move from ICON Perth (above the line) and Vizeum (digital). The Brand Agency was appointed to the creative account in June 2021 in a move that ended Wunderman Thompson’s 9 year tenure on RAC.

The RAC review is being facilitated by Tumble Turn Marketing Advisory and a decision is expected within the next 3 months.