Madman Entertainment appoints Initiative

08 August, 2008 by IF

Madman Entertainment has appointed Initiative as its new media agency effective August 1.

A division of Funtastic Pty Ltd, Madman Entertainment is Australia’s largest independent DVD and film distributor with offices in Melbourne and Auckland. An innovative and forward thinking distributor and marketer of quality entertainment product, Madman Entertainment is proud to distribute DVD and film content also on behalf of SBS, Cartoon Network, Sesame Workshop and Palace Films amongst others. Madman’s Kenny (released December 2006) is one of the most successful Australian film releases of all time.


Madman’s marketing manager, Emma Watts said: “Initiative shares our values and has demonstrated terrific passion and commitment to understanding our business issues and we’re impressed with their confidence to use communications to grow our bottom line, whilst maintaining the integrity of our marketing communications strategies.”

“It’s exciting to be working with a company that shares our commitment to delivering engaging, forward-thinking and dynamic media solutions that impact bottom line results by improving advertising effectiveness”.

Commenting on the new partnership, Initiative’s managing director Ben Willee said; “We’re delighted to be working with the Madman, a very successful and growing company.”

It is estimated the Madman will spend approximately $3m in the next year.

Initiative was appointed following a competitive review including incumbent Rockit and MPG.

[Release by Madman]