Initiative focuses on cultural branding

Initiative’s purpose is to grow brands. To be fearless. To be restless. To make great happen.

Through genuine cultural insights, the agency creates new opportunities for brands to supercharge their impact. With distinct offerings, unique tools and a fierce loyalty to clients, Initiative solves problems. They produce world-class work. They help brands take the initiative in culture.

Initiative is a global media agency within IPG Mediabrands. Operating in over 80 countries, they employ 3,200 of the most diverse talent in the industry who work to grow brands including Dr Pepper Snapple Group, Uber, Unilever and Merck.

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  • Media Planning, Buying & Investment


  • New York, United States
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