Initiative’s Super Bowl Marketing Multi Is Back

Media agency Initiative is once again calling for the industry to put their figurative money where their mouth and try to predict the marketing trends around the Super Bowl via their highly popular Marketing Multi betting platform. Built by Initiative’s cultural analytics department, The Marketing Multi crowdsources predictions from industry experts across the world and

Initiative Australia support youth mental health charity batyr with pro-bono campaign

“A chance for us to meaningfully contribute to the worthy cause of youth mental health.” Initiative Australia has partnered with youth mental health charity Batyr to support its annual fundraising challenge, Splash the Stigma. Driving this year’s Splash the Stigma challenge is batyr’s goal to prevent young people from reaching the point of crisis. Tragically, suicide remains the

Initiative including BPN Maintains Dominant Position on RECMA’s Latest Qualitative Evaluation For The Sixth Time

Initiative (including BPN) retains its position as the leading media agency in Malaysia on RECMA’s latest qualitative evaluation, being the only agency in the country to score a Dominant profile, and consecutively for six reports. Initiative scored a total of 21 points on the report with a number one ranking overall, a clear 4 points

Initiative names new CEO for China

IPG Mediabrands’ media agency Initiative has appointed Sharon Ho as CEO for Initiative China. Ho will be based in Shanghai, reporting to Melinda Po, CEO of IPG Mediabrands Greater China. As Initiative China CEO, Ho will leverage her strength in integrating technology, data and communication, and passion in driving consumer-centred offerings for clients, with her

Kate O’Loughlin: Marketing lessons from the rise of run clubs

‘Obsessed’ is a monthly deep dive into social and cultural trends that can help marketers inform the way they think. Led by Kate O’Loughlin, Initiative strategist and self-confessed obsessive, ‘Obsessed’ will be a magic school bus to expand marketing mindsets and help brands remain relevant amongst an ever-changing cultural landscape. This month, I’m obsessed with the run club

Crown Resorts Appoints Initiative as its Media Agency

Following a competitive media review, Australia’s Crown Resorts has appointed Initiative as its media agency of record. Initiative’s remit covers full funnel media strategy, planning, and buying, including performance and digital. The appointment comes after Crown’s recent unveiling of a refreshed brand, signaling a new era and bold strategy to reinforce its position as a

The Real Super Bowl: Initiative dares the industry to challenge AI with Marketing Multi

Advertising’s most-anticipated event is fast approaching, and with it comes a US football game. To get on board with the fun of this year’s Super Bowl and generate some interesting data points, Initiative has once again rolled out its Marketing Multi betting platform. The Marketing Multi-betting platform, which was built by Initiative’s cultural analytics department,

Perspective – AI and retail media to dominate in 2024

What. A. Year! It’s clearly been a very demanding one and will continue to be for the foreseeable future. War and global insecurity, underpinned by the current cost of living pressures and rising inflation, alongside a looming recession facing Australians and the knock-on effect to our client’s businesses; one of the biggest tests I have

INITIATIVE EXPANDS APAC FOOTPRINT WITH AFFILIATE AGREEMENT, LAUNCHING PAKISTAN OFFICE

Initiative, the media agency within IPG Mediabrands, has announced an affiliate agreement with IG Square Pakistan (Private) Limited, for the launch of their Initiative Pakistan office. The Initiative Pakistan affiliate office will extend the Initiative agency network footprint to 14 different countries across the APAC region, adding to a remit which already includes Australia, China,

Finnair Taps Initiative as its Media Agency of Record Across Four APAC Markets

Initiative has been appointed media agency of record for Finnair, the largest full-service legacy airline of Finland, following a competitive pitch review that concluded in September this year. The IPG Mediabrands-owned Initiative’s appointed remit initially covers four markets in Asia-Pacific, including Japan, South Korea, Singapore, and Hong Kong. It will encompass media strategy, planning, and