Initiative

Initiative unlocks business growth for the world's most ambitious brands by leveraging the power of media to reshape the industry and orchestrate a brand's entire consumer experience. They focus on building brand Fame and customer Flow through widespread awareness and seamless consumer experiences. Initiative's approach involves identifying key growth audiences and cultural moments to drive business growth.

Their core services include integrated planning, media planning and buying, and programmatic display and video. They optimize brand stories to engage consumers and design seamless e-commerce solutions to enhance consumer engagement and conversion. Initiative also leverages data, research, and analytics to uncover cultural insights and maximize audience opportunities.

Initiative has worked with notable brands such as Nike, Amazon, Merck, Constellation Brands, and T-Mobile. Their campaigns have received recognition, including a Bronze at the 2024 Cannes Lions Awards for their work with the Dutch Police Force. They operate globally with headquarters in New York and offices in various international locations.