Initiative appointed as SmarTone-Vodafone's media AOR in Hong Kong

The appointment, which will also involve Initiative’s sister agency UM, follows a series of projects carried out by Initiative for SmarTone-Vodafone during the past two years.

SmarTone-Vodafone’s new AOR appointment follows the telco’s new focus on developing its business services beyond mobile as a complete communications provider involving mobile, broadband, and fixed line.

Shirley Chung, GM marketing at SmarTone-Vodafone commented that Initiative was chosen for its track-record on previous projects, strength in digital communications, ideas and innovation in planning and media buying.

“The team has helped us focus on the changing communication environment and helped us develop plans and ideas that will help accelerate our business. We have really enjoyed working with Initiative on previous campaigns and felt the time was right to use them as our Agency of Record” Chung said.

Chris Skinner, MD of Initiative and the head of Mediabrands in Hong Kong, said the media teams working on SmarTone-Vodafone would work seamlessly.

“We have brought together complementary skills from both Initiative and UM to work on the opportunities we have identified for SmarTone-Vodafone. Our focus on idea led planning, innovation, digital excellence coupled with strong execution was key in strengthening our relationship with such a great brand,” said Skinner.