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

Initiative has followed recent wins of IAG and Afterpay with national media assignments from natural beauty and wellness marketer BWX and Quest Apartment Hotels. Both will be handled by Initiative Melbourne. Sarah James, managing director of Initiative Melbourne: “Both Quest and BWX are first-class marketers striving for excellence in their sectors. We are looking forward

David Burger is to take up the managing director role at Initiative Perth, replacing Luke O’Sullivan who resigned in June. Burger has 21 years’ experience in marketing communications in Australia, Japan, Germany, the Middle East and South Africa. Prior to his appointment to Initiative, Burger was head of client services at digital agency Be Media, where

Australian mental fitness charity Gotcha4Life is launching its most comprehensive communications platform via a national campaign produced by Initiative Studio. Gotcha4Life works to end suicide by delivering programs that create meaningful mateship, build emotional muscle, and strengthen the social connection in local communities. The charity was established as a not-for-profit foundation by media personality Gus

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

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 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