Initiative wins more Red Bull biz

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Initiative has extended its relationship with Red Bull by winning the brand’s media communications business in the Czech Republic. The appointment follows a competitive pitch against four other media networks. Spanning Europe, the Middle East and Latin America, Initiative is now Red Bull’s media communications partner in nine markets: Austria, Belgium, Colombia, Croatia, Czech Republic, Egypt, Italy, Serbia, and Switzerland.


As Red Bull’s media AOR, Initiative Czech Republic will provide a full range of media communications services, including: research and insight, communications planning, media planning and buying, offline and online activation, and evaluation and accountability solutions.

Initiative Czech Republic will manage all the media activities for the brand, which will include brand and product communication for the drink and also multiplatform activities to support and promote Red Bull’s events.


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.