Initiative (agency)

One of the two main predecessors of Initiative, Western International Media, was founded in 1970 by Dennis Holt. It was one of the first agencies dedicated exclusively to media buying.

In 1986, Western International Media won The Walt Disney Company account, a watershed moment in its history. It would keep the account until 2001.{{cite web|url=https://www.adweek.com/brand-marketing/initiative-withdraws-disney-review-53621/ |title=Initiative Withdraws From Disney Review|website=adweek.com|date=2001-12-20 |accessdate=2019-02-19}}

In 1994, the company was acquired by Interpublic Group of Companies (IPG).

In 1998, IPG combined Western International Media of Los Angeles with IPG's European media buying network, Paris-based Initiative Media Worldwide. The new combined agency was called Western Initiative Media Worldwide.{{cite web|url=https://www.latimes.com/archives/la-xpm-1998-oct-06-fi-29637-story.html |title=IPG Mediabrands to Fold BPN Worldwide into Initiative |website=Los Angeles Times|date=1998-10-06 |access-date=2019-02-19}} The NY Times reported at the time that the new entity would have 75 offices in 35 countries, and handled an estimated $10 billion in billings, making it the largest media buying agency in the world.{{cite web|url=https://www.nytimes.com/1998/10/08/business/media-business-advertising-addenda-interpublic-combines-2-media-service-units.html |title=THE MEDIA BUSINESS: ADVERTISING -- ADDENDA; Interpublic Combines 2 Media Service Units |website=The New York Times|date=1998-10-08 |accessdate=2019-02-19}} The company's US business was managed out of Los Angeles, and the international operations were managed out of Paris.

In February 2000, the company changed its name to Initiative Media.{{cite web|url=https://adage.com/print/26883 |title=Western Initiative Media announces a new name |website=adage.com|date=2000-02-21 |accessdate=2019-02-19}} In July, Initiative Media acquired PIC TV, at the time the largest source of promotional TV advertising spots in the United States.{{cite web|url=https://www.adweek.com/brand-marketing/initiative-buys-pic-tv-55653/ |title=Initiative Buys PIC TV |website=adweek.com|date=2000-07-17 |accessdate=2019-02-19}}

In January 2017, IPG merged its third largest media buying network, Brand Programming Network (BPN), with Initiative Media, which was at the time IPG's second largest media buying network.

In November 2017, ecommerce company Amazon selected Initiative to manage global media planning and buying for Amazon's ecommerce hub, tech products and Amazon Prime subscription services.{{cite web|url=https://www.adweek.com/agencies/amazon-consolidates-its-1-billion-plus-global-media-buying-business-with-ipg-mediabrands/ |title=Amazon Consolidates Its $1 Billion-Plus Global Media Buying Business With IPG Mediabrands |website=adweek.com|date=2017-11-01 |accessdate=2019-02-19}} In the same month, Danish toy company The Lego Group selected Initiative as its global media agency.{{cite web|url=https://adage.com/article/agency-news/lego-selects-initiative-global-media-agency/311407/ |title=A 'Digital-First' Agency for an Analog Toy: Lego Taps Initiative for Global Media |website=adage.com|date=2017-11-27 |accessdate=2019-02-19}}

In April 2018, Amazon also awarded its Amazon Studios business to Initiative.{{cite web|url=https://www.adweek.com/agencyspy/initiative-l-a-wins-amazon-studios-media-business-as-ipg-consolidates-the-larger-amazon-account/145767 |title=Initiative L.A. Wins Amazon Studios Media Business as IPG Consolidates the Larger Amazon Account |website=adweek.com|date=2018-04-12 |accessdate=2019-02-19}}

In February 2019, Initiative was named as the media agency for gaming company Nintendo.{{cite web|url=https://adage.com/article/agency-news/nintendo-taps-initiative-media-agency-u-s/316618/ |title=Nintendo taps Initiative as media agency in the U.S. |website=adweek.com|date=2019-02-12 |accessdate=2019-02-19}} Also in FebruaInsthe same month, named trade publication AdWeek's Media Agency of the year.{{cite web|url=https://www.adweek.com/agencies/inside-u-s-media-agency-of-the-year-initiatives-remarkable-2018-turnaround/ |title=Inside U.S. Media Agency of the Year Initiative's Remarkable 2018 Turnaround |website=adweek.com |date=2019-02-24 |accessdate=2019-05-29}} In April, trade publication Ad Age named Initiative its comeback agency of the year.{{cite web|url=https://adage.com/article/special-report-agency-list/ad-age-2019-comeback-agency-year-initiative/2163381 |title=Ad Age 2019 Comeback Agency of the Year: Initiative |website=adage.com |date=2019-04-15 |accessdate=2019-05-29}}

Initiative is based in New York City, and holds additional offices in North America, Latin America, Europe, the Middle East, Africa, and the Asia Pacific.

Initiative's media buying clients over the years have included Amazon, Walt Disney Company, The Lego Group and Nintendo.

The agency created the concept of "cultural velocity", a measure of cultural relevance that refers to the speed with which the agency's customers respond and react to cultural data, in order to remain relevant to consumers and improve sales.{{cite web|url=https://adage.com/article/media/kids-are-all-right-gen-x-rules-initiatives-reverse-upfront/2165481 |title=The kids are all right: Gen X rules Initiative's reverse upfront |website=adage.com |date=2019-04-17 |accessdate=2019-05-29}}

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• {{official website|https://initiative.com}}

{{Interpublic}}

Category:Advertising agencies of the United States

Category:Interpublic Group