We Are
一家致力于通过打造品牌文化、助力品牌成长的全球传播机构。
我们的媒体策略基于一个简单事实：随着新平台和新技术的不断问世，消费者的广告规避行为将愈演愈烈。这将逐渐导致付费媒体效果的持续衰退。
我们独创的体系、产品和流程将直面这一问题，确保品牌文化传播保持相关性和吸引力。
在这一新颖方法中，不变的是我们的承诺——我们将通过对数据的仔细审核来交付定制的消费者洞见；以最大透明度来管理您的投资，从而帮助提高效率和节省成本。
我们的方法经得起考验、工作做到极致、设计与时俱进、执行落实无缝。
- 为什么
- 情感
- 价值
- 忠诚
我们很荣幸能与下列以文化为驱动的全球品牌合作。
我们很荣幸能与下列以文化为驱动的全球品牌合作。
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Mat Baxter
Global Chief Executive Officer
Mat serves as the Global CEO of Initiative. Since taking the reins of Initiative in August 2016, Mat has transformed Initiative’s product and structure to help brands take the initiative in culture. In that time, Initiative has been appointed as global media agency for leading brands like Amazon, LEGO, Converse and Carlsberg. In late 2017, Initiative was ranked number 1 in the global media agency “Success Index” by internationally recognised agency ratings company, RECMA. Previously, Mat served as the Global Chief Strategy and Creative Officer for IPG Mediabrands. He was responsible for expanding the network’s strategic offerings and creative product and marketing. A true veteran of the industry, Mat was a co-founder of Naked Communications and also previously served as CEO of UM Australia. Under his leadership, UM became the country’s highest ranked and most awarded media agency, being named Australia’s “Media Agency of the Year” a record four consecutive years. The agency was also named “Global Media Agency of the Year” at the Festival of Media Global Awards in Rome, Italy, the first time an Australian agency had received this honor. Mat was also named by Campaign Magazine as CEO of the Year. Mat has served as a board member for the International Advertising Association (IAA), Media Federation of Australia (MFA) and as Chairman of the Cannes Young Lions Competition.
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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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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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Tom Rothenberg
Global Chief Client Officer
Tom leads the Initiative global client practice; relentlessly focused on ensuring that all our teams around the world are 100% aligned to our clients’ business success. Over his agency career, he has partnered blue chip & fast growth brands to win in almost every major category, helping them to multiple awards including the EACA Effies Grand Prix. After taking a break from life at IPG to run & sell a mobile tech startup, he returned to Initiative to bring all his experience to bear for the excellent companies that we are lucky enough to call our clients.
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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.
