Initiative Studio Launches ‘Taste Life On The Flip Side’ For Pernod Ricard Winemakers’ Brancott Estate

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

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

11 Accolades for Initiative APAC at the Festival of Media APAC Awards

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

Absolut spreads Mardi Gras to the country with Pedestrian and Initiative

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

How Brands Can Win In The Second ‘Roaring 20s’

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.

To change the game, remodel the locker room

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

Initiative’s Amy Armstrong elevated to global CEO, as Mat Baxter becomes chair

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

Initiative appointed lead media agency for PT Mayora Group in The Philippines

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 APPOINTS KAREN HO AS CEO

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

Add to Cart – Think outside the cardboard box

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