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Initiative

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Values

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We are Fast

and responsive to the changing world of business

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We are Brave

in tackling our clients' most serious issues

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We are Decisive

with our insights, opinions and recommendations

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We make the complex Simple

by applying clarity and focus to things that really matter

History

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  • 1970

    Western Media is founded in the U.S.

  • 1975

    Initiative Media is founded in Paris

  • 1996

    Initiative Media extends its reach into the Latin American and Asia-Pacific regions

  • 1996

    IPG acquires Western Media the then #1 independent firm in North America, merging it with Initiative Media to create a global media agency

  • 2001

    Initiative helps launch MAGNA Global

  • 2002

    Initiative launches Future Sport + Entertainment (FS+E) a sports media intelligence group

  • 2003

    Initiative Media is rebranded to simply Initiative

  • 2005

    Initiative celebrates its 30 year anniversary

  • 2007

    Initiative becomes part of IPG Mediabrands

  • 2010

    Initiative launches its global Analytics practice

  • 2012

    Initiative celebrates 25-years working on behalf of client Tesco in the UK

  • 2013

    Initiative names Jim Elms Global CEO

  • 2013

    Initiative launches its new FBDS culture

  • 2013

    Sarah Ivey is promoted to the new role of Global Chief Strategy Officer

  • 2013

    Initiative Thailand wins two gold Cannes Lions awards marking the first time the agency has won multiple golds at Cannes

Capabilities

  • Strategy

    Understand the consumer, set goals and build the communications plan

  • Investment

    Evaluate, execute, steward and optimize cross-channel media

  • Analytics

    Understand the audience, predict and measure their response

  • Digital

    Reach and engage consumers on any online platform

Hero Tools

Consumer Understanding

Channel Optimization

Network

  • 2800+ People
  • 85 Markets
  • 90 Offices
View Our People View All Offices

Recognition

View more of our award-winning work
    • Taipei

      International Soapbox Racing

      Bronze - Best Event / Experiential Campaign

    • Dubai

      Carefree Secret Talks

      Gold -- Internationalist Award for Innovation

    • KFC Arch Rivals

    • Sydney

      Help Me Choose

      Grand Prix -MFA Awards

    • Stockholm

      Dinner Arrangement

      Bronze- Cannes Media Lions

    • Santiago

      Find Pleasure 2×1

    • Chicago, New York – Global HQ

      Fanaticos Del Frio

    • Los Angeles

      One of a Kind – Complex

    • Hamburg

      Jorge the Waxing Coach

    • Moscow

      Farmville Tea Factory

    • Los Angeles, New York – Global HQ

      Decade of Dead

      Finalist -- Effie North America

    • Dubai

      Arabs Got Talent

      Silver- Internationalist Award

    • Santiago

      Girls in the Shower

    • New York – Global HQ

      World’s Largest #GiantStressBall

    • Bangkok

      Let’s Show Your Belly Button

    • Sydney

      The World’s Fastest Serve

    • Chicago, New York – Global HQ

      Redd’s Apple Launcher

      Gold-W3 Award

    • London

      Gas and Brake Campaign

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