Fantastic Furniture, a leading value furniture and bedding retailer in Australia, has renewed its media agency partnership with Initiative for another year. The partnership will continue to cover all national and local broadcast media planning & buying, print OOH, radio, print, cinema and BVOD.

Since Initiative's appointment in August 2023, the agency has delivered a new strategic audience framework and successfully rolled out several key campaigns for Fantastic Furniture. These campaigns include 'Find Your Fantastic,' Black Friday, and the retailer's annual Christmas Sale campaigns. Initiative has also played a key role in Fantastic Furniture's new store openings, including those in Melton and Tweed Heads. The new contract commences immediately.

Melissa Monneron, Chief Marketing Officer, Fantastic Furniture, expressed her excitement about the continued partnership 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," she said.

Monneron also acknowledged the role of Initiative in setting clear and sustainable long-term business objectives for Fantastic Furniture.

"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," she said.

"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 utilising our industry-leading tools to create new thinking and develop effective campaigns, that are a cut above Fantastic Furniture's competitors."

McAlister further added, "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."