SmarTone taps Initiative and UM for media

SmarTone-Vodafone has appointed Initiative media to manage the media planning and buying account for its Hong Kong business, with immediate effect.

The appointment will see Initiative’s sister agency UM work on the business and follows a series of projects carried out by Initiative for SmarTone-Vodafone during the past two years.

In 2008 Initiative was hired to help launch SmarTone's music platform, MusicXS.

Shirley Chung, general manager marketing at SmarTone-Vodafone, said Initiative was chosen for its track record on previous projects and its strength in digital communications.

“The team has helped us focus on the changing communication environment and helped us develop plans and ideas that will help accelerate our business," she said in a statement.

"We have really enjoyed working with Initiative on previous campaigns and felt the time was right to use them as our agency of record.”

Chris Skinner, managing director 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.” he said.