HELP GROW BRANDS BY TAKING THE INITIATIVE IN CULTURE
Initiative is a global communications network that is a part of Interpublic Group (NYSE: IPG).
Our promise is simple, to help grow brands by taking the Initiative in culture. We are able to achieve this by driving Cultural VelocityTM – understanding cultural signals in society and the cultural values of consumers to make those relevant in communications. We approach media knowing that advertising avoidance behaviors are accelerating, new technologies are emerging, and paid media effectiveness is deteriorating. We no longer simply distribute ads through media, we are increasingly distributing content, conversations and experiences and these don’t live in media, they are diffused in culture. So instead of chasing reach, we build audience connections by being as relevant as possible. Initiative employs more than 4000 dynamic colleagues in 90 countries managing approximately $38 billion in billings annually. Initiative’s comprehensive range of communications services include: consumer insight and strategy, analytics, media planning and buying, digital communications, branded content creation, evaluation and accountability services and social media strategy and community management.