WE ARE
A global communications agency built to grow brands through
Our approach to media is underpinned by a simple reality – advertising avoidance behaviours will continue to accelerate as new platforms and technologies emerge. This will result in the continued deterioration of paid media effectiveness over time as brands struggle with the pace they need to stay relevant.
We believe that the speed at which a brand interprets – and responds to – cultural data signals to improve its relevance with consumers is the key to success.
We call this Cultural VelocityTM.
What hasn’t changed in this fresh approach is our promise to deliver transformative business results. We do this by interrogating data and customer insights, stewarding your investments to drive efficiencies and savings with the utmost transparency.
- Why?
- EMOTION
- VALUE
- LOYALTY
We are proud to call the following culture-driving brands our partners around the world.
We are proud to call the following culture-driving brands our partners around the world.
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Amy Armstrong
Global CEO
Amy was appointed Global CEO in March 2021 and she believes that without a doubt, talent is what enables a culture, and ultimately a company, to thrive. This is no new-found belief, instead it's one that has shaped her career since she started with IPG 20 years ago. By continuously actioning on this belief, she's built teams & nurtured an environment that has resulted in "turnarounds” that some would have deemed near-impossible. Amy strives to create a company that matters & makes a difference in the lives of employees, in clients' business, and in the industry as a whole. Amy has held roles at various IPG agencies for over 20 years, most recently as US CEO for Initiative. Since joining Initiative in 2016, Amy transformed the company's US operations, including driving business results for her clients and substantial revenue growth for the agency. During her tenure, the US received accolades including being named US Comeback Agency of the Year by Ad Age, US Media Agency of the Year by Adweek, and named a Best Place to Work by Ad Age. The standard that she represents made her a natural selection for 2018's Awarding Jury at Cannes for Media. A client roster that spans multiple industry sectors from Entertainment, Technology, Wireless, Healthcare and CPG/FMCG is testament to her acumen for growth and transformation. She proudly makes public her commitment and actions to increase diversity & inclusion within Initiative globally, recognizing that there is still a lot of work to be done in this area. Leading by example and taking nothing for granted, Amy champions the importance of wellness + making time to be with your community, family and passions. Unsurprisingly, this would be her twin sons.
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Stefan Burford
Global Chief Strategy Officer
Stefan is an experienced and highly awarded communications strategist who has been working for over a decade on some of the world’s best brands. He started his IPG network life in 2011 as the Chief Strategy Officer of UM Australia and during his tenure won Campaign Magazine Media Planner of the Year as well as the Global Media Campaign of the Year at the Festival of Media. Stefan’s role involves leading the strategic vision of the group, championing creativity and culture, as well as driving innovation for clients.
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Jarrod Martin
Global Chief Transformation and Data Officer
Jarrod makes sense of the incredible amount of data and analytics we have to provide intelligent and globally scalable solutions for our clients. He works to accelerate the shift towards digital, and automate internal processes that enable our agencies to work more efficiently with our partners, clients and the broader Initiative network. As data and analytics, along with the insights they create, are becoming increasingly important to business, Jarrod collaborates strongly with our clients, agency and specialty units leads and is a key member of Initiative's global leadership team.
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David Stopforth
Global Chief Communications Design Officer
David leads Communications Design, the team tasked with developing integrated plans that bring Cultural Branding ideas to life across all media types. Prior to Initiative, David led media and communications planning at media and full service creative agencies, working for a range of high profile clients including JPMorgan Chase, H&M North America, Delta Airlines PUMA, Adidas and Nike. David has also spent time on the client side of the business as Head of Global Media at Reebok International.
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Stephanie Solomon
EVP, HR Business Partner
Stephanie leads Human Resources for the global network. She has been with Inititiave since 2013, ensuring best practises while the agency continues to grow, expand and hire incredible talent.
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Hallie Johnston
Global Head of Client Operations
Hallie brings a wealth of client leadership experience to Initiative, with over 20 years leading marketing and media strategies for global brands on the agency, client and publisher side. In her role as Chief Client Officer, East, Hallie leads the Client Advice & Management craft, to ensure Initiative is providing its clients with the highest level of expertise. Prior to Initiative, Hallie was SVP of Client Services, Head of Branded Content at Refinery29, the leading millennial women’s digital publisher. At Refinery29 Hallie, oversaw all client relationships and delivered integrated branded content platforms for global brands across fashion, lifestyle, and beauty categories. Prior to Refinery29, Hallie spent 8 years at IPG agencies, including McCann and Momentum Worldwide, where she led the American Express account over 15 industry creative awards.
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Sarah Robertson
Global President, RUFUS Amazon
Sarah leads Rufus, Initiative’s Amazon-dedicated team, for the U.S. and select global regions. Sarah is thrilled to lead and inspire a 160+ person team dedicated to working with one of the most innovative and fast-growing companies in the world. Her goal is to apply the best of Initiative’s trail-blazing spirit – from data-driven solutions to groundbreaking creative activations to unparalleled media value – to the Amazon partnership. She takes pride in making Rufus a great place to work, helping her team realize personal growth and contribute to an inclusive culture. Sarah enjoys LA life with her husband, two daughters, and a growing pack of dogs.
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Daniel Rubin
Global Chief Financial Officer
Daniel serves as the Global Chief Financial Officer of Initiative since August 2018, responsible for managing the financial operations of the network. Prior to joining Initiative, he held numerous strategic financial roles at Interpublic Group, including Financial Planning & Analysis, Treasury, and Investor Relations. Daniel has spent significant time working closely with executive teams on key operational and strategic issues, including compensation planning, cash flow forecasting and working capital management.
People are the true product of our agency. At Initiative, we create diverse and inclusive teams that are representative of the world around us, supported by a well-defined and strong culture.
That culture is one of empowerment. Everyone in the company has a voice and a role in developing our values and behaviours. Our culture extends into the way we recruit, train and develop our people, to ensure the best possible talent for our client partners.
CLICK HERE
People are the true product of our agency. At Initiative, we create diverse and inclusive teams that are representative of the world around us, supported by a well-defined and strong culture.
That culture is one of empowerment. Everyone in the company has a voice and a role in developing our values and behaviours. Our culture extends into the way we recruit, train and develop our people, to ensure the best possible talent for our client partners.
CLICK HERE
