Initiative has been appointed as Cricket Australia’s media agency of record, following a robust pitch process. The media agency’s remit, effective immediately, covers all media strategy, planning and buying – including contra activities for offline, online display, performance and addressable – with a clear brief to amplify fan engagement across Cricket Australia’s product portfolio, including

Media agency Initiative Australia is opening a dialogue on the impact of cancel culture on brands, urging marketers to walk back an often binary approach to contentious issues. Ahead of a session at Nine’s Big Ideas Store, hosted by Initiative’s national managing director Sam Geer, he and chief strategy and product officer, Chris Colter spoke

Initiative has announced Danielle (Elle) Galipienzo has taken on the additional role of head of impact, leading the media agency’s purpose-led consulting division. The announcement comes as the agency enters its next evolutionary stage for the department, expanding from pro-bono partners only to include paid services and impact consulting open to all clients. Galipienzo will

Goodman Fielder has handed trade marketing investment to Initiative Australia following a structural overhaul 18 months in the making. The move marks the FMCG giant as an early outlier as industry re-engineers for retailer media. CMO Christine Fung thinks it may be the shape of things to come – and says combining above and below-the-line