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We are Fast

and responsive to the changing world of business


We are Brave

in tackling our clients' most serious issues


We are Decisive

with our insights, opinions and recommendations


We make the complex Simple

by applying clarity and focus to things that really matter


  • 2015

    Initiative named Agency of the Year by Festival of Media in the Middle East

  • 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



    Understand the consumer, set goals and build the communications plan


    Evaluate, execute, steward and optimize cross-channel media


    Understand the audience, predict and measure their response


    Reach and engage consumers on any online platform

Hero Tools

Consumer Understanding

Channel Optimization


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


View more of our award-winning work
    • Shanghai

      2,000 Books

    • Dubai

      Carefree Secret Talks

      Gold -- Internationalist Award for Innovation

    • Taipei

      International Soapbox Racing

      Bronze - Best Event / Experiential Campaign

    • Los Angeles, New York – Global HQ

      Kia Soul – “The Voice” Integration

    • London

      Downton Abbey’s ‘Secret Escape’

    • Los Angeles

      Believe in Something Bigger

    • Los Angeles

      The Interactive Window

    • Los Angeles

      EDM – Powered by 7UP

    • Los Angeles, New York – Global HQ

      The First Ever AmaZine

    • Amsterdam

      Virtual Model Show

    • Athens

      Celebrating 25 Years of Magic

    • Athens

      Get The Look!

    • Singapore

      The Social Intercourse

    • Dubai

      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

Contact Initiative Worldwide