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

Having long said goodbye to digital and television media buys based purely on age/sex demographics, the more pertinent parameters are now passion and partnerships. So says the president of U.S. operations for Initiative, the media strategy and investment unit of Interpublic Group. “I don’t think we’ve made a decision about linear TV buying or digital

Initiative Wins Cancer Council Media Account

May 23, 2016 | Share this article

Cancer Council Australia has appointed Initiative to manage its national fundraising media portfolio after a competitive pitch. Previously a number of media agencies worked for the charity on an ad hoc basis. The Cancer Council Australia spends close to $4 million on media each year, separate to the $8 million spent by state affiliates, according

Initiative Australia has announced the appointment of Marcelle Gomez as managing director of Initiative Sydney. Gomez is currently national chief implementation and investment officer of Initiative Australia and her new appointment is effective immediately. Says Lee Leggett, CEO, Initiative Australia: “The most important part of my job is talent. And the most rewarding part of