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

Initiative launches national media-diversity directory

September 29, 2021 | Share this article

Initiative has launched a national media-diversity directory. Media agency Initiative has launched a national media-diversity directory to coincide with their inaugural Forgotten Upfronts. Forgotten Upfronts is a platform for publishers catering to niche audiences to showcase their unique offerings to the industry with the same attention and fanfare as major networks receive. During the event


September 24, 2021 | Share this article

Initiative has announced the appointment of James Smyllie to the position of President Initiative APAC. An award-winning digital media leader with 20 years’ global and regional industry experience, the last 15 years in the APAC region; Smyllie joins from his prior role as Senior Vice President, Head of Media APAC at Essence where he spent

UM leads finalists in stellar year for MFA AWARDS

September 21, 2021 | Share this article

More than 100 judges have reviewed and discussed a record number of entries to select 52 finalists for the 2021 MFA Awards, being held on 10 February 2022. The judges – drawn from agencies, client side, industry bodies and MFA Awards sponsors – commended this year’s entries as being of high calibre, rooted in actionable

Upfronts season is about to kick off, and IPG media agency Initiative will be getting involved this year by shining a spotlight on less visible publishers which cater to niche audiences. The Forgotten Upfronts are open for the whole industry to attend and have been created to show off the opportunities that brands miss out on by