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Rentokil Initial establishes new, larger Republik

After a successful five-year relationship with Rentokil Initial New Zealand and its appointment to the Australian pest control business 18 months ago, Freeman’s Bay indie Republik has impressed the powers that be enough to be appointed to take care of marketing strategy, creative development and media placement across the entire Asia Pacific region.

Rentokil Initial’s Asia Pacific marketing director Sharmini Masilamani said Republik “continually show the bigger markets around the world how things should be done, so it made perfect sense to broaden their responsibilities across the APAC region”.

“In addition, our global marketing team based in Maidenhead UK, have engaged Republik to develop creative, execute and deploy a campaign to run across five separate European markets. This is a pilot programme and, if successful, it will be rolled out across Europe as a whole. It is indeed exciting times for Republik.”

There was no single incumbent, as the business was being handled by a number of agencies and consultants.

“It is the right time to rationalise and formalise a partnership with an agency that has a track record in knowing and understands our business,” says Masilamani.

Not surprisingly, Republik director Craig Abbott is fairly happy about the new arrangement.

“Rentokil Initial has always offered the agency a real opportunity to do some great work, with an awesome bunch of people… In an industry where international business is increasingly handled by large, global agencies, it’s great to be leading the charge and bucking the trend,” he says.

Republik will continue to fully service the Rentokil Initial business here in New Zealand and will continue to manage the Australian and now the APAC business from their Freeman’s Bay office. Additional account service resource is currently being sought.

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