Australasia’s largest automotive aftermarket parts and accessories provider, Genuine Parts Company (GPC) ANZ, has appointed Initiative Melbourne to manage its media planning and buying portfolio following a competitive pitch process. The handover is official from June 2020 and covers both the Australian and New Zealand markets.

GPC ANZ manages a substantial portfolio of automotive aftermarket, generalist and specialty, retail and trade brands, including but not limited to, Repco, NAPA and Sparesbox. Their pursuit to find a new media agency comes soon after launching revised brand propositions and an internal business transformation. The appointment will assist GPC enhance future Marketing campaigns and activations.

In a highly competitive market, GPC has undergone significant transformation which has seen it drive business efficiency, productivity and true agency partnering. So, it seemed timely that their quest for a new media agency was part of those plans.

GPC’s General Manager Marketing ANZ, Diana Di Cecco, explained, “Not all agencies are equal. Finding the right media partner for our business is key to our continued success. It is quite a cluttered media market out there so it’s important that our future agency met our business needs and were a perfect fit from a values perspective. We’re delighted to appoint Initiative Melbourne as our media partner and excited about how they will deliver in the key areas.”