Initiative

The announcement follows a series of key appointments by Initiative in the past six months, including Melissa Fein as CEO, John Dawson as communications design director, Tristan Burrell as national chief strategy officer, Michael Stanford as chief creative solutions officer, Ian Smith as head of partnerships, Sergio Brodsky as head of strategy for Melbourne, and David Lee as head of digital.

The appointment is the fourth ex-Ensemble employee to join Initiative since Fein moved across.

At Anisble Thomas was responsible for driving growth of mobile and media marketing solutions, while at Ensemble, she worked on formation, scope and effectiveness of brand partnerships, focusing on digital channels.

Shaun Briggs, Melbourne’s managing director said Thomas will be “effective” in he role role as the agency dives into its “cultural branding positioning”.

“She has a strong track record in business success in her previous roles and is a highly creative thinker in the rapidly growing brand and content space,” Briggs said.

Fein said Thomas’ new role will enhance the agency’s client and team leadership, and drive the new positioning.

“We have introduced new talents across all Initiative to help brands connect with people through cultural relevance,” said Fein. “Sian’s skills will help us considerably to ensure this positioning is both attractive and effective in the market,” Fein said.

Thomas joins Initiative on June 12 and will be part of the Melbourne leadership team.

Initiative Wins Pizza Hut Media Account

May 19, 2017 | Share this article

Pizza Hut has moved its media account from GroupM agency MediaCom to IPG Mediabrands shop Initiative.

The pizza chain has been reviewing its relationship with media and creative partners as the business looks to completely sever ties with agencies that partner its former parent company Yum!.

The brand appointed The Monkeys for creative and advertising work in March and added Magnum & Co for social media, influencer marketing and PR and The Wired Agency for SEO and SEM last month, while rumours swirled about the fate of the media account.

The agency shake-up follows its new owner Allegro Funds teaming up with the local Pizza Hut management team to buy the master franchise from US parent Yum! Brands. It also recently completed the acquisition of the Eagle Boys chain.

Initiative Perth has picked up two media accounts from the health sector, Cancer Council WA and the Heart Foundation’s LiveLighter campaign.

As part of the appointments, the agency will be responsible for media planning, buying, search marketing, activations, social media and content amplification, across both of the accounts.

The Heart Foundation’s LiveLighter, a public education campaign addressing weight issues, is developed and delivered in partnership with Cancer Council WA.

Cancer Council WA’s business development director Lillian Ryan said Initiative showed capabilities which would help the brand reach “diverse audiences.”

“We are looking forward to partnering with the agency to bring positive impact to people’s lives,” Ryan said.

Clive Bingwa, managing director of Initiative and Mediabrands Perth, said: “These public campaigns are critical in raising awareness and understanding within the community about reducing the incidence and impact of cancer and other serious health-related issues. We are starting work on the assignments immediately.”

The win follows Initiative Perth’s appointment to national media portfolio for Peet Limited.

Brodsky joins Initiative from Starcom Melbourne, where he worked as its strategy director. He has also previously worked as the worldwide strategist for WPP’s brand consultancy, Brand Union, in London.

Brodsky is also an internationally published author, columnist and speaker. He started his career as an intellectual property lawyer in his native Brazil, and holds an MBA in global brand strategy and innovation.

Tristan Burrell, chief strategy officer at Initiative Australia, said: “We’re focusing very strongly on the Melbourne market and looking forward to having Sergio’s creative and strategic thinking working with our clients and agency teams.

“He’s truly a first-class professional with broad experience in many aspects of media communications.”

IPG Mediabrands has received an impressive total of 30 shortlists for the upcoming Festival of Media Global Awards. Coming off a strong showing at Festival of Media APAC awards, this is more testament to IPG Mediabrands’ strong global network, the shortlisted entries represent work produced by UM, Initiative, Cadreon and Ansible; with 9 of the finalists coming from the IPG Mediabrands Asia-Pacific region.

Section Category Entry title Entering Company Entering Country
CONTENT Best Branded Content Creation Award LISTERINE “Bring Out the Bold” UM Philippines
CONTENT Best Branded Content Creation Award The Person Who Changed My Life UM USA
CONTENT Best Use of Content Share a Coke, Share a Song UM USA
CONTENT Best User Generated Content Share a Coke, Share a Song UM USA
INSIGHT Best Insight Award Bittersweet Pies UM Romania
INSIGHT Best Not-For-Profit Campaign Doorstep School: A street naming event for Social Change Lodestar UM India
INSIGHT Best Targeted Campaign Clean & Clear #SeeTheRealMe Arab teens get social J3 MENA UAE
INSIGHT The Creative Use of Data Award Benadryl – Compass UM London UK
INSIGHT The Creative Use of Data Award Sound of the Suburbs UM Sydney Australia
INSIGHT The Utility/Public Service Award Bittersweet Pies UM Romania
MEDIA Best Engagement Strategy Bittersweet Pies UM Romania
MEDIA Best Engagement Strategy Short Films Potatoes Disappearing Initiative Colombia
MEDIA Best Event/Experiential Campaign Big C: At the Heart of the Matter UM Thailand
MEDIA Best Event/Experiential Campaign Doorstep School: A street naming event for Social Change Lodestar UM India
MEDIA Best Media Partnership Award Dove’s Colourful Partnership Initiative Argentina
MEDIA Best Media Partnership Award The Late Shift UM Sydney Australia
MEDIA Best Use of an Influencer A new Axe for a new man Initiative Uruguay
MEDIA Best Use of an Influencer Share a Coke, Share a Song UM USA
MEDIA Best Use of an Influencer Wiggles UM Sydney Australia
MEDIA Best Use of Traditional Media Axe Visual Radio Initiative Argentina
MEDIA Best Use of Traditional Media Sprite Cricket Stars Radio Hijack UM MENA UAE
MEDIA Best Use of Traditional Media The Late Shift UM Sydney Australia
MEDIA Best Use of Video The coolest way to freeze hunger Initiative Mexico
MEDIA The Creative Use of Media Award The Field Trip to Mars UM USA
TECHNOLOGY Best Use of Geo-Location Hyundai Dealer Stealer Ansible Australia
TECHNOLOGY Best Use of Mobile Absolut Buenos Aires UM Argentina
TECHNOLOGY Best Use of New Technology The Field Trip to Mars UM USA
TECHNOLOGY Best Use of Programmatic Technology Cleaning expert needed? Cadreon Argentina
TECHNOLOGY Best Use of Programmatic Technology Dove’s Programmatic Colours Initiative Argentina
TECHNOLOGY Best Use of Programmatic Technology The coolest way to freeze hunger Initiative Mexico

The Festival of Media APAC 2017 award winners have been released and IPG Mediabrands once again demonstrated its dynamism, collecting 13 awards for our best-in-class work.

UM and Initiative combined to earn four gold, seven silver and two bronze for cases from Australia, India, Malaysia and Thailand.

UM Sydney’s “The Late Shift” for New South Wales Transport was IPG Mediabrands’ big winner, collecting gold for Best Use of Traditional Media, Best Use of Content and The Creative Use of Media Award.

UM Sydney, Transport for New South Wales, “The Late Shift”

GOLD: Best Use of Traditional Media

GOLD: Best Use of Content

GOLD: The Creative Use of Media Award

Lodestar UM, Door Step School, “A Street Naming Event For Social Change”

GOLD: Best Non-For-Profit Campaign

SILVER: Best Event/Experiential Campaign

UM Sydney, LEGO, “Make LEGO the Star of Christmas”

SILVER: Best Communications Strategy

SILVER: The Creative Use of Media Award

Initiative Malaysia, Maxis, “Maxis Reads Minds Using ‘Zero Moment of Travel’”

SILVER: Best Targeted Campaign

Initiative Malaysia, Maxis, “Rojak 360”

SILVER: Best Use of Video

Initiative Thailand, Krungsri First Choice, “I Want Mother’s Day Too”

SILVER: Best Use of Content

UM Thailand, Big C, “At the Heart of the Matter”

SILVER: Best Use of an Influencer

Initiative Malaysia, Maxis, “Maxis Kongsi Home – Building Hope One Home at a Time”

BRONZE: The Utility/Public Service Award

UM Sydney, Art Gallery of NSW, “The Greats”

BRONZE: Best Engagement Strategy

IPG Mediabrands has received an impressive total of 26 shortlists for the upcoming Festival of Media APAC Awards. A testament to IPG Mediabrands’ strong global network, the shortlisted entries represent work produced by Ansible, Initiative, Mediabrands Society and UM.

Festival of Media APAC Shortlists

Best Communications Strategy

Make Lego the Star of Christmas for LEGO, UM Sydney

Best Engagement Strategy

Pizza Hut Mini Plate Mega Treat for Pizza Hut, UM Rally

The Greats for Art Gallery of New South Wales, UM Sydney

I Want Mother’s Day Too for Krungsri First Choice, Initiative Thailand

Best Event/Experiential Campaign

Door Step School for Door Step School, Lodestar UM

Introduce the PokeMobile for Hotlink, Initiative Malaysia

Best Non-For-Profit Campaign

Door Step School for Door Step School, Lodestar UM

Best Social Media Strategy

I Want Mother’s Day Too for Krungsri First Choice, Initiative Thailand

Best Targeted Campaign

Maxis Reads Minds Using ‘Zero Moment of Travel’ for Maxis. Initiative Malaysia

Best Use of an Influencer

Big C at the Heart of the Matter for Big C, UM Thailand

Bring Out the Bold for Listerine, UM Philppines

Best Use of Content

The Late Shift for Transportation New South Wales, UM Sydney

I Want Mother’s Day Too for Krungsri First Choice, Initiative Thailand

Best Use of Digital Media

Pizza Hut Mini Plate Mega Treat for Pizza Hut, UM Rally

Best Use of Gamification

UGG Hug for UGG. UM China

Game of S, M, L or XL for Drypers, Mediabrands Society Malaysia

Best Use of Traditional Media

The Late Shift for Transportation New South Wales, UM Sydney

Best Use of Video

Big C at the Heart of the Matter for Big C, UM Thailand

Bring Out the Bold for Listerine, UM Philppines

Rojak 360 for Maxis, Initiative Malaysia

Best Insight Award

I Want Mother’s Day Too for Krungsri First Choice, Initiative Thailand

Creative Use of Media Award

Make LEGO the Star of Christmas for LEGO, UM Sydney

The Late Shift for Transportation New South Wales, UM Sydney

Building Hope One Home at a Time for Maxis, Initiative Malaysia

The Effectiveness Award

Hyundai Dealer Stealer for Hyundai Motors, Ansible Australia

The Utility/Public Service Award

Building Hope One Home at a Time for Maxis, Initiative Malaysia

The Festival of Media APAC Awards will be handed out on March 22 in Singapore

Best of luck to all of our finalists!

At the first Malaysian YouTube Ads Awards held recently, Maxis and IPG Mediabrands agencies Ensemble and Initiative had a landslide victory across a number of categories.

For the first time ever, Malaysian brands and agencies were celebrated for their outstanding ad creation on Malaysia’s most popular video platform, YouTube. The awards were not only judged on their average view time and view through rate, but also on a number of qualitative criteria including the emotional story, interactivity and conversational elements for the audience.

IPG Mediabrands agencies picked up a total of five of the nine wins on the day, and were finalists across a number of other categories.

Initiative Thailand hires new CEO

December 14, 2016 | Share this article

Malee Kittipongpisal has been appointed the new CEO of Initiative Thailand. Ms Kittipongpisal brings with her 25 years of experience, which includes a 16-yr stint under Group M’s umbrella. She joins the IPG Mediabrands team of newly promoted IPG Mediabrands Thailand Group CEO Tharaputh Charuvatana and Chairman Wannee Ruttanaphon.

“It’s an honor to work closely with Thai media legends, especially with Wannee Ruttanaphon, who is a respected figure throughout the industry. This is a very important stage in my career and this move brings with it challenges that appeals to me greatly,” Ms Kittipongpisal states.

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Initiative has won the Specsavers media account after a competitive pitch. Initiative beat incumbent MediaCom, UM and Carat to the $20 million.

Initiative’s Melbourne office will manage all of Specsavers media communications in Australia and work in partnership with Specsavers’ marketing team and creative agency Cummins&Partners.

“We are delighted to have been appointed to work with Specsavers. They are a great business and have demonstrated through the pitch process how important and valued marketing is to their success and we look forward to helping drive that into the future,” Initiative Melbourne managing director Stephen Fisher said.