Crown Resorts has appointed Initiative as its media agency of record, following a competitive media review and the recent refresh of Crown's brand.

The move comes as the troubled casino, hotel and hospitality operator looks to shake off its tarnished reputation and accelerate business growth and build brand value.

The Melbourne-based agency has a remit including full funnel media strategy, planning and buying, encompassing performance and digital. The work commences immediately, with the first output expected to hit the market in Q2. The business will be managed out of Initiative Melbourne, with a strong reliance on Sydney's strategy and planning capabilities.

Initiative had previously worked with Crown on the media strategy specifically for its brand refresh work and campaign, ‘Here’s where things get interesting', which launched last September.

Newly appointed Crown Resorts Group Executive General Manager - Brand & Marketing, Yolanda Uys, said it was a good time to be onboarding a new media agency.

"Crown is part of Australian history and has been a part of the stories that have shaped our cities. With a refreshed brand identity, re-energised marketing team and a strong appetite for growth, we are set to write the next chapter together. We look forward to partnering with Initiative to unlock strategic growth and tapping into their connected thinking to accelerate business growth and build brand value," she said.

Initiative Australia & New Zealand CEO, Melissa Fein (pictured), also shared her enthusiasm for the partnership.

"As a proud Melburnian, I've always seen Crown as an iconic brand. Combine that with Initiative's footprint mirroring Crown's; our shared belief in the power of culture to grow brands; and all the positive impact we've created via our strategic project-based work to-date, it feels like we have all the makings for a powerful partnership," she stated.

As reported in Mi3, Ulys is taking over as marketing and brand leader from Adam Ballesty, who left Crown last November after helping execute the brand refresh work. She also comes in as Crown's chief brand and corporate affairs officer, Danielle Keighery, heads for the exit to join airline, Qantas, as its new chief corporate affairs and communications officer.