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


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recent work.

Initiative Tomorrow Addresses Internship Discrimination

Internship discrimination is a growing problem in the Netherlands, with many organizations reluctant to hire interns from diverse cultural backgrounds. To respond to this, Initiative Tomorrow in the Netherlands created an influencer campaign “I Want That Internship,” collaborating with the biggest Youtube influencers in the Netherlands, “Supergaande.” Read More


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