Earlier this year, Initiative reinvented its product offering and positioning to find alternatives for clients increasingly struggling with advertising avoidance and radical shifts in consumer behavior. Its revised proposition is based on a clear understanding of the nuances of culture; Initiative being an agency that can lead clients through changes in our industry by focusing

Initiative Bolsters Talent

November 7, 2017 | Share this article

  This week we have announced a number of developments that will be pivotal in implementing our growth strategy for Initiative and transforming the business in the UK and EMEA. Firstly, we are in the process of creating an international ‘powerhouse’ for Initiative here in London, which will see new leadership roles across Client Services,

Welcome Richard Morris!

October 9, 2017 | Share this article

  Last month, we welcomed our new Initiative UK CEO, Richard Morris, to the fourth floor at St. Johns Square. Richard brings over 20 years of innovative and visionary leadership experience, and has a strong focus on creative media, digital and tech. Whilst he’s settling in, we’ve asked him a few questions to get to

Last month, we informed everyone that a group of 12 intrepid explorers from Initiative were attempting to complete The National Three Peaks Challenge. Well, last weekend they began their expedition and they completed climbing all three mountains with the 24 hour time limit, with three seconds to spare! An amazing achievement. Here’s an account from

Initiative takes on the Three Peaks Challenge

May 30, 2017 | Share this article

  Last year, a group of six from Initiative thought they needed an inclusive activity that could be done as a team and would challenge them. So with that in mind, they climbed Snowdon! As we featured on the website a few months ago, this was their first step and proved to be a success

Amazon make Campaign’s Adwatch of the Year

December 16, 2016 | Share this article

Congratulations to our client, Amazon, for making it into Campaign’s annual Adwatch of the Year tables. As we all know, throughout the year there are numerous awards that are judged by the industry, but what makes Adwatch of the Year extra special is that it is purely judged by the general public.  Not only did

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.

Live from the Cannes Lions Festival of Creativity, Ann Nurock spoke with Marc Taback, CEO of Initiative Media, about his experience in judging work entered into the Media Lions category and the importance of properly packaging your media award entries so that they resonate with the judges, who often view hundreds of piece of work

As he walks the halls of the Palais des Festivals convention center at Cannes, Kris Magel hopes “to be inspired” by examples of how data are informing the best advertising work in the world. As opposed to simply meeting with other executives who also have traveled to France for the annual creative pilgrimage, “I’m going