Initiative Media poised for £6m twin e-commerce bonus

Initiative Media is poised for a £6m boost this week by picking up two new accounts from expanding dot-com businesses.

Dressmart.com, the branded men’s clothing site, has handed the agency its £3m media planning and buying business.

Initiative is also poised to win the £3m media planning and buying account for Proflowers.com, the online rival to Interflora, whose shareholders include UK direct florist Flying Flowers.

For Dressmart, the agency will devise an on- and off-line strategy, which is likely to include outdoor, press, radio and airport ads. It is not known whether the company plans to run TV ads. The business was previously held by Walker Media.

Dressmart is aimed at upmarket 25- to 45-year-olds, and offers a range of top brands, including Gieves & Hawkes, Mulberry and Van Heusen, and sports clothing from the likes of Maxfli and Fred Perry.

The company, which was set up in April last year by two Swedes, Mathias Plank and Markus Larsson, has ambitious expansion plans. These include opening a number of flagship stores at international airports, which will allow customers to order clothes and have them delivered to their home or hotel room.

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