Following a highly contested pitch, media agency Initiative Melbourne has been appointed agency of record by the member-owned wellbeing company, Australian Unity. Initiative will lead strategy and all media campaign activity, tasked with delivering sustainable business growth by expanding Australian Unity’s member and customer base. Sarah James, managing director, Initiative Melbourne said her team was

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

Initiative: Bet On Your Super Bowl Ad Insight

February 8, 2022 | Share this article

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

February 4, 2022 | Share this article

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

Over the past six months, collab culture has taken a sharp turn. Balmain has teamed up with Barbie, Balenciaga launched its Spring collection with The Simpsons, while art collective Brain Dead dropped an entire line of streetwear devoted to fantasy tabletop role-play game Dungeons and Dragons.  The cult of ‘cool’ has shifted further and further

Initiative, the culturally-driven media agency within Mediabrands, has today announced a strategic move to bolster the growing agency’s leadership with the appointments of Melody Laogan and Paul Atienza to the newly created role of joint Initiative Philippines Managing Partners. A solutions-driven commercial leader with a media career spanning 13 years of growing local and multi-national client

Initiative Crowned Best Performing Agency

December 6, 2021 | Share this article

Initiative has nabbed the number one spot for new media wins for the month of October according to the latest data from martech firm R3. The IPG-owned agency has won back the crown from PHD who pinched it back in August. IPG stormed to the top of the October numbers with wins that have included

Australian indie agency The Hallway has launched a campaign that aims to get men talking about mental health. The work includes outdoor advertising (see below), radio ads and a website. But the centrepiece is a remake of The Cure’s song ‘Boys Don’t Cry’. According to the agency, the campaign has been three years in the

Initiative Australia has topped the world among media agencies, according to the RECMA,  the global research company that evaluates performance based on 18 criteria. The local agency was placed ahead of MediaCom in South Africa and UM in Canada. A little more than three years ago, Initiative was ranked 27th, in Australia. Melissa Fein, CEO Initiative  Australia:

40 Under 40 2021: Chris Colter, Initiative

November 5, 2021 | Share this article

An ace planner, Colter has risen from media trainee to chief strategy officer in just a decade, and led the reinvention of a struggling agency. Away from work, Chris Colter is an enthusiastic race car driver. At work, though, he has put his speed and skill to great use rising from media trainee to chief