Initiative grabs IAG account

July 6, 2021 | Share this article

IPG Mediabrands’ Initiative has won the IAG media account. The insurance group, with brands CGU and NRMA Insurance, had been with WPP’s Mindshare since 2015. IAG CMO Brent Smart says the account hadn’t been reviewed in six years.“ “The Initiative team blew us away with their energy and cultural fit, but in the end, we want great media

In the second edition of our series exploring how to celebrate Pride authentically and with compassion, Initiative Australia’s Olivia Warren shares a personal account of her work on LGBTQIA+ campaigns—and which brand she will never buy from again. LGBTQIA+ acceptance and rights vary wildly between markets in Asia-Pacific, the starkness of which is thrown into

Under-the-radar sharing over chat apps, social messaging and email have clouded sources of traffic and consumer sentiments for brands and publishers. While WhatsApp is in No 1 position boasting an average of 28.7 hours spent per month just on its platform, the messaging landscape is divided within SEA among others such as Zalo, LINE and

MELBOURNE, AUSTRALIA — On International Cannabis Culture Day, or more commonly known as ‘4-20’, and Initiative Australia, the culturally-driven media agency within Mediabrands, launched a deep-dive study into the potentially explosive growth of Australia’s legal cannabis industry. The study, called ‘Cannabusiness’, forecasts the emergence of a massive industry in legal cannabis across Australia and its

Pernod Ricard and Initiative Studio have launched “Taste Life on the Flipside” for Brancott Estate’s Winemakers’ newest wine varieties. The campaign idea had its genesis in 1975 when Brancott Estate planted the first sauvignon blanc vines in Marlborough, New Zealand. This was an iconic moment as it flipped a convention that said Marlborough was only

Initiative wins Plush Sofas account

April 13, 2021 | Share this article

Initiative Melbourne has won a competitive pitch for the national Plush Sofas media account. The assignment is effective immediately. Plush Sofas is a national retailer founded in Victoria more than 20 years ago with a retail network of 46 showrooms across Australia. “Initiative presented a strong proposition as our media agency partner,” says Plush CMO

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

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

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.

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