Initiative appoints a national head of digital

Initiative Australia has appointed Álvaro Anguita national head of digital in Australia. The Spaniard joins Initiative in May, based in Sydney. He will lead all digital output from across Initiative Australia’s offices, adding firepower to the agency’s digital capabilities. Anguita: “Initiative Australia has become a media powerhouse in the Australian market. My job is to

I Wish I’d Done That: Trent Peppercorn, Head of Growth & Creative Services, MBCS

Since the early 1980s, Absolut has had a long-standing affinity with, and relationship to, equality – particularly when it comes to LGBTQI Aussies. On February 19, 2019, Absolut announced the launch of Absolut Love: a celebration of the historic YES vote for Australian marriage equality. To bring Absolut Love to life in an authentic way,

Relevance can help media and message cohere for brand repositioning

A judge for the Channel Integration category of the 2021 WARC Awards for Media, UM APAC’s Sharon Soh writes about how some of the winners successfully repositioned their brands by adopting comms planning approaches that prioritised relevance. Technological advancements have brought about unprecedented change to society and the pandemic has pulled forward shifts in consumer

Urban Company gets Initiative Media to handle its media mandate

Online home service platform, Urban Company has appointed Initiative Media as its media partner. As per the mandate, the agency will handle the brand’s online and offline media duties, with a focus on providing comprehensive media solutions to augment its business outcomes. The account was won following a multi-agency pitch and will be handled by

Ensemble & Petronas Festive Offering Gives Tribute To Malaysians In This Original Drama Series

Titled ‘366’, the seven-episode drama series is anchored upon the overall PETRONAS 2022 festive campaign themed “Live Again”, and sets out to portray the resilience, fortitude, and togetherness of Malaysians during trying times. The series launched for the upcoming Chinese New Year (CNY) celebrations with the first episode titled “Day 32”, revolving around the main

Lodestar UM appoints Vijayalakshmi Ramesh to drive its strategy function

Lodestar UM in their push towards strengthening the strategy function for the Southern market, onboards Vijayalakshmi Ramesh (Viji). In her new role as the Strategic Head of South, Viji will be responsible for enhancing the strategy product for existing and new clients for the South market and will be based out of Lodestar UM’s Bengaluru

Interactive Avenues bags digital media mandate of Emami

Interactive Avenues – A Reprise Network company, the digital arm of Mediabrands India has won the digital media duties of Emami, following a multi-agency pitch. The agency will drive the entire paid media mandate for both Emami and Emami Agrotech as well as The Man Company, an associate company of Emami. Read more here.

Initiative: Bet On Your Super Bowl Ad Insight

Initiative has launched the inaugural Marketing Multi for the “other” Super Bowl competition. As the world’s biggest advertising stage, The Super Bowl ad comp unleashes a wave of industry predictions and commentary, with very little accountability. Initiative is helping people put their money where their mouth is (figuratively speaking) when it comes to predicting the

Initiative named Media Agency of the Year

Initiative has been named Media Agency of the Year at the AdNews Agency of the Year Awards. The IPG agency won the award, presented by PubMatic, at the livestreamed event this afternoon. CEO Mel Fein: “This award means the world to us … another tough year but the resilience of every individual at Initiative is

Mediabrands Content Studio Appoints Alfonso Marian Global CEO and Chief Creative Officer

Mediabrands Content Studio (MBCS) has named Alfonso Marian Global Chief Executive Officer and Chief Creative Officer working with Chief Content Officer Brendan Gaul. Marian joins MBCS from Ogilvy, where he spent the last three years as Chairman of Ogilvy Spain. He also previously served as Ogilvy’s Co-Chief Creative Officer in New York. MBCS will support