New BusinessPress Release

Initiative adds royalty to its portfolio with Crown Resorts’ media mandate

SYDNEY, AUSTRALIA — After a highly competitive media review, one of Australia’s leading entertainment groups, Crown Resorts, has appointed Initiative as its media agency of record. The appointment comes after a review, as the brand sought to find the best possible partner for the next chapter of its transformation.

As a successful agency, Initiative’s remit covers full funnel media strategy, planning, and buying, including performance and digital.

The appointment comes after Crown’s recent unveiling of a refreshed brand, signaling a new era and bold strategy to reinforce its position as a world-class entertainment destination.


Yolanda Uys, newly appointed Crown Resorts Group Executive General Manager – Brand & Marketing, shared her ambition for the brand and highlighted why Initiative was the clear partner for their plans.

Yolanda said, “The Crown is part of Australian history and has been a part of the stories that have shaped our cities. With a refreshed brand identity, a re-energized 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.” 

Melissa Fein, CEO Initiative Australia & New Zealand, shared this enthusiasm. Melissa said, “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.”  

Crown’s business will be managed out of Initiative Melbourne leaning heavily into Sydney’s strategy and planning capabilities.  Work commences immediately, with the first work expected in the market in Q2.

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