Spotlight on Initiative

This month we caught up with Initiative to find out more about the full service global media agency.

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Describe Initiative in three words:

1. Culture
2. Velocity
3. Talent

What makes you unique? 

We are the only media agency named after a behaviour and we take that very seriously.

Tell us something we don’t know about Initiative? 

We are the fastest growing agency over the past three years. (Thanks to some of the most talented people in the business!)

What work are you most proud of?

We have set up a programme called ‘Pathways to Prosper’, which allows Initiative employees to help those less fortunate and create equal opportunities for people in our society, our industry and within the agency. 

What’s been your biggest challenge?

Managing our rapid growth has been an exciting challenge. We are obsessed with maintaining our high standards for our existing clients and don’t want to let that slip as we welcome new ones. Fortunately, our key KPI is our client satisfaction score and when measured by a third independent party, we scored the highest out of all the media agencies in the UK.

What are you doing to transform the way you work with clients?

We help our clients connect with their audiences through taking the initiative in culture. We create Cultural Velocity™ for them by connecting audiences with cultural moments.

If you could give clients one piece of advice what would it be?

Culture eats demographics for breakfast.

How are you future-proofing? 

We future proof ourselves by being the perfect sized agency - or as we call it in ‘the Golidlocks zone’. We have the tenacity of a small nimble agency that taps into the global scale that IPG Mediabrands has to offer. Ultimately, providing our clients the very best data, technology, and talent in the industry while moving at the speed of culture. 

Marketing predictions for the next year?

We predict that the data and technology normally applied to optimise campaigns will finally be applied to big brand campaigns.

Best kept secret for Friday drinks?

Just before COVID-19 hit, Initiative moved to our new office in Shoreditch – our best kept secret for Friday drinks was actually our very own top floor, complete with Carlsberg beers and roof-top terrace!

See more from Initiative here on our website. 


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