
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
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details of which advertising agency handles which accounts in which countries for major markets.


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Initiative website

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