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

Initiative has elevated US CEO Amy Armstrong to a global remit, as the agency’s current leader Mat Baxter is set to take on a new leadership role at parent IPG. Baxter, who has been global CEO of the media agency for four-and-a-half years, has been handed a global chairman role at Initiative, which he will

The agency will service the full portfolio of brands across the coffee and powdered choco categories including Kopiko 3in1 coffee mixes, Energen Champion and Energen Pandesal Mate. Mediabrands’ Initiative has been appointed as lead media agency for PT Mayora Group in The Philippines. The news comes following a review by the FMCG giant in January.

Initiative China, has hired Karen Ho as CEO. Ho will join the agency in January 2021 and report directly to Chris Chen, CEO of Mediabrands China, as well as Initiative regional management. With more than 20 years industry experience, Ho has a proven track record in driving digital transformation to accelerate strategic growth for businesses

Camille Gray is a strategist at Initiative. She specialises in retail marketing, specifically e-commerce, focusing on cultural and media trends. She has a regular column, Add to Cart. It’s a rush like no other. A jolt of adrenaline surges through your bloodstream. Your heart beats faster, and every task up until this moment fades into nothingness as

Success in marketing campaigns comes from those that create real change, according to Initiative’s director of client advice and management, Maddison Keogh. During this year’s B&T Women in Media Awards, presented by Are Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating their invaluable contribution to their industry through leadership, innovation

Camille Gray is a strategist at Initiative. She specialises in retail marketing, specifically e-commerce, focusing on cultural and media trends. She has a regular column, Add to Cart. It’s a familiar scene in a marketing agency. The brainstorm has lost momentum. People stare blankly into the distance. Ideas have run dry. The painfully soul-sucking silence continues for