11 Accolades for Initiative APAC at the Festival of Media APAC Awards

Initiative APAC scoops a major haul at the Festival of Media APAC Awards 2021, taking out a total of 11 wins including five GOLD and six SILVER awards. With a spread across four different markets and six different client campaign, the breadth of winning work demonstrated cultural velocity consistently driving differentiated results for brands throughout

The shifting sands of social context

A profound shift is underway, as users migrate away from faceless public squares and toward tighter collectives in digital settings. For marketers, this shift suggests a way through the looming problems of data privacy, writes UM’s APAC chief strategy officer. We are an industry that has been obsessed with two unhelpful polarities: either reaching all

Forward Momentum in the APAC Region: The Anyware Economy

Sharon Soh, Head of Integrated Strategy & Marketing at UM, APAC highlights the growth of the region in part 1 of a 4-part series. The past two decades have seen APAC’s remarkable development and rapid rise as the new center of the world, thanks to its soaring consumption and increasingly central role in global trade

Absolut spreads Mardi Gras to the country with Pedestrian and Initiative

Vodka brand Absolut, part of Pernod Ricard, has partnered with Pedestrian and Initiative to spread the love of Mardi Gras to regional towns. For more than 40 years Absolut has been proud supporters of the LGBTQIA+ community and to mark this meaningful milestone they set out to create a unique pride rally. As 84% of

CDO FoodSphere Inc. Names UM Media Agency of Record

UM has been named the media agency of record for CDO Foodsphere Inc., following a competitive pitch earlier this year. The Filipino company dates back 45 years and encompasses brands CDO Funtastyk Tocino, CDO Karne Norte, Highlands, San Marino, and Danes. “We were impressed by UM’s ideas, strategies, and use of data analytics,” said Theresa

How Brands Can Win In The Second ‘Roaring 20s’

With pent-up consumer demand for experience, content and connection, the upcoming years could see enormous growth. Initiative’s APAC chief strategy officer explains what brands need to do to capture it. Back in the 1920s, the Spanish Flu had significant ramifications to the economy. After a pronounced recession, there was enormous growth and a quick rebound.

New Business: UM China wins Burger King China’s media business

SHANGHAI, CHINA — Following a highly competitive pitch, Burger King China has appointed UM China – the full service media and marketing solutions agency within Mediabrands, to manage its media planning and buying business. UM China won the business by demonstrating its unique Futureproof philosophy, leading strength in leveraging data and personalized content, and the ability to address tangible targets

To change the game, remodel the locker room

Become part of the solution, not part of the problem, says Melissa Fein. Here’s what she has done to try and level-up inequality since becoming CEO at Initiative. “I had to resign clients that had antiquated gender practices, such as not letting me present without a man accompanying me… as recently as 2019!” — Melissa Fein

Tech giants and acquisitions: Can anything curb the Hungry Hippos’ appetites?

Between them, the FAMGA tech giants – Facebook, Amazon, Microsoft, Google, and Apple – have gobbled up more than 800 companies. But will a global regulatory pincer movement curb their appetite, and is paying for the news just the beginning of a tax on big tech? What you need to know: The five big tech

Initiative’s Amy Armstrong elevated to global CEO, as Mat Baxter becomes chair

Initiative has elevated US CEO Amy Armstrong to a global remit, as the agency’s current leader Mat Baxter is set to take on a new leadership role at parent IPG. Baxter, who has been global CEO of the media agency for four-and-a-half years, has been handed a global chairman role at Initiative, which he will