Initiative unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience, by balancing both what unites people and what makes them different. When brands unite people in culture, they build Fame, and when brands connect individuals to their unique journeys, they build customer Flow. Initiative builds Fame & Flow for brands like Amazon, Nike, Constellation Brands, Merck, LEGO, and T-Mobile. Media responsibility is at the forefront of everything we do, whether it’s creating media plans that reflect the diversity of our communities, promote brand safety, and foster sustainability. Our agency celebrates diversity in an inclusive environment where all of our 6,000+ strong talent across 90+ markets feel seen, heard, and valued. Our vision is to create not only a better media company, but also a better media industry, and maybe even a better world.
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Check out the below article for three strategic questions every marketer should be asking as they head into the new year👇👇👇
Is your marketing strategy relying on outdated tactics and assumptions? It's time for a fresh approach! Jonathan Rigby, Chief Strategy Officer at IPG Mediabrands’ Initiative, says marketers need to revalidate their approach, and that starts with answering some tricky questions. Read more in the latest article from The Drum: https://bit.ly/3YIB9UZ
Thrilled to announce 8 shortlists across Initiative APAC for the Campaign Asia-Pacific Agency of the Year awards! 💎 Kudos to our incredible teams for creating Fame and Flow across the #APAC region! #CampaignAsia #AgencyoftheYear #AOY2024 #Initiative IPG Mediabrands APAC Interpublic Group (IPG)
Is the blind box economy just a fad, or is there something deeper going on? 🤔 Initiative strategist and self-confessed obsessive Kate O'Loughlin explores the key learnings for brands in her latest article for AdNews Australia... IPG MediabrandsInterpublic Group (IPG) IPG Mediabrands APAC #marketingtrends #consumerbehavior #blindboxeconomy
Fame & Flow: The Real Alchemy of Brand Growth by Initiative CEO Dimitri Maex and CSO Jonathan Rigby is out in the world this week! Thank you to our partners at Vox Media for hosting our launch event, and to Helen Havlak, Publisher, The Verge, for moderating a thought provoking fireside chat, which covered everything from why Dimitri & Jonathan wrote this book, their unique approach to writing it, how to use Fame & Flow to solve marketers’ biggest challenges, and more. You can check the book out here: https://bit.ly/3Uwfr50 Read it already? Tell us what you think! #FameandFlow
Transformation and reinvention were the themes at the third annual #QBInnovation Summit at Intuit Headquarters in Mountain View, CA. Over two days earlier this month, we explored new ways of working and how to operationalize change. Keynote speakers Nicole Malachowski taught us to trust in our teams and harness headwinds and Alex Banayan drew on lessons from some of the biggest leaders in business about how to overcome challenges. Initiative's Chief Content Officer Alex Ryan and colleagues from our sister agencies FCB Global and IPG Media Lab demonstrated how to put new thinking into practice. Our partner pavilion featured hands-on tech demonstrations for teams to get up close and personal with new marketing innovations. Natalie Holbrook and the Intuit team conceived the Summit to help our client step out of their day-to-day, think differently, and apply new practices to their work. Thank you Intuit and QuickBooks Company for your partnership on another amazing Summit! Dave Raggio Cathleen Ryan
Initiative’s Dimitri Maex & Jonathan Rigby shared a sneak preview of their new book, “Fame & Flow: The Real Alchemy of Brand Growth” during Advertising Week New York. They were joined onstage by iHeartMedia’s Hetal Thaker Patel and Carter Brokaw to discuss Fame & Flow, challenging outdated marketing models, the unique impact of audio on attention, and how brands can build a lasting legacy in today’s increasingly chaotic marketplace. Thank you to everyone who joined live and tuned in, and to iHeartMedia for a thought-provoking conversation. To learn more about the book when it comes out, click here: https://bit.ly/3Y4E3mi #AWNewYork24 #FameandFlow
🌍 We are thrilled to welcome Canada and North Africa to our growing relationship with Unilever, alongside our continued collaboration in Brazil! This exciting expansion builds on our long-standing partnership in LATAM, Greece, Portugal, and Ukraine. Together, we look forward to driving innovative strategies and delivering meaningful impact across these dynamic markets using our Fame & Flow proposition, which is at the heart of Initiative’s approach. Here’s to continued success and growth in our collaboration! 🎉 #Unilever #Initiative #FameAndFlow
Super proud of Jasmyn Dawkins from Initiative #Australia on being shortlisted for the #NGENAward! Good luck to Jasmyn and all the NGENers! IPG Mediabrands APAC
Congratulations to the NGENers who’ve made it through to the live judging stage of the NGEN Award, part of the MFA Awards. These bright leaders of the future are presenting to a panel of prestigious judges this afternoon, and we’ll be announcing the finalists next week, on Tuesday 27 August. Stay tuned! Good luck to: 🎤 Jasmyn Dawkins, Initiative 🎤 Cassandra Deegan & Charlotte I., Match & Wood 🎤 Pawena Kaniah, iProspect Australia 🎤 Darcy Burke & Alana Mazza, Bohemia Group 🎤 Lauren S. & Lily Trainor, PHD 🎤 Caitlin Watters & Kate Brown, UM Australia 🎤 Marcus Billingham-Yuen & Angelina Das, News Corp Australia 🎤 Liam Kelly & Hamish Tawinwong-Prott, iProspect Australia Melanie Aslanidis Allegra Lopes Potamianos Shanice Kim Linda Wong Sophie Madden Jessica Havard Nicole Taylor #MFA #NGEN #NGENaward #wearethechangers
Initiative reposted this
In our latest whitepaper, "Beyond Prime Day: How to Maximize Year-Round Returns from Amazon," Interpublic Group (IPG)’s Jeriad Zoghby, and KINESSO Commerce's Glen Conybeare and J. William Margaritis outline actionable strategies tailored to Amazon audiences, focusing on precision media delivery, compelling commerce content, and optimizing conversions for sustainable growth. Elevate your Amazon strategy and drive meaningful long-term results by reading our full paper below. #AmazonPrimeDay
Initiative reposted this
Despite “connecting media to outcomes” being a top priority for the C-suite, half of marketers are no longer performing any type of holistic measurement. Why? Because it’s historically been difficult to do. We’re breaking out of the “doom loop” and getting to data-driven decisions faster for our clients. Our partnership with Amazon Ads has led to a groundbreaking solution that's transforming how we measure campaign success. We've created a scalable dashboard solution on top of Amazon Marketing Cloud (AMC, Amazon’s clean room) that delivers actionable insights without endless data crunching or weeks-long waits for answers. Read the full article from Amazon's Dave Katz on how the Amazon & KINESSO partnership is helping brands measure campaigns and find insights they can make informed decisions with via AdExchanger https://bit.ly/3A58BMy