Initiative (US)

Initiative is one of Interpublic's two media services operations (alongside UM). Formed in 1999 from the merger of Western International and Initiative Media, it was traditionally aligned with the Lowe and FCB (now DraftFCB) agency networks. However performance was undermined by a series of major account losses in the first decade of the 2000s. That steady decline appeared to have been halted by 2009, and morale was boosted by a few important account gains. Nevertheless Initiative remains the smallest of the major global networks. Despite widespread speculation, Interpublic has repeatedly denied any plans to merge its two media networks. Initiative was ranked by Recma as the #10 media specialist worldwide in 2011 with billings of $13.0bn. The network now operates under the umbrella of Interpublic's centralised Mediabrands entity.

Which clients does Initiative handle? Find out more from the Adbrands Account Assignments database

Who are the competitors of Initiative? See ranking of Leading Media Agency Brands

Subscribers only: Adbrands profile Account assignments and selected regional contact information

Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Subscribers may access the following website links:

Initiative website

Mediabrands

Click HERE to subscribe to Adbrands.net and access the profile and website links