INITIATIVE AGENCY PROFILE

Owner Interpublic Group

Headquarters

1 Dag Hammarskjold Plaza, New York, NY 10017, US

t +1 212 605 7000

w www.initiative.com 

Number of staff 2,500+

Number of countries 70

Number of offices 91

EMEA 48, North America 5, Latin America 13, Asia Pacific 25

Key markets USA, Germany, Chile, Mexico, UK, Indonesia, Thailand, Poland, Argentina

Billings Americas 46%, EMEA 44%, Asia-Pacific 10%

Summary: Initiative has rolled out its new planning process Exchanges around the network. It integrates all the elements of Initiative’s communication portfolio and enables the network to access a range of specialist services provided by companies within both Interpublic (Initiative’s parent company) and Mediabrands (IPG’s media management company).

During the second half of 2008, we unveiled the Connections Panels, which provide everything a marketer needs to know about consumer behaviour to build truly engaging brand activity. The panels provide a single source of information on touchpoints, consumers and purchasing. We currently have Connections Panels in 20 countries, comprising 100,000 individuals.

Driving network connectivity has been another major network focus. In July 2008 we launched Insider, a high-tech working platform that is used by the entire network on a daily basis. Our other major initiative is the Excellence Awards, Initiative’s global internal awards programme.

Initiative’s digital offering has played a crucial part in many new business wins. Initiative USA retained The Home Depot’s business planning and buying business and added the digital assignment. MillerCoors also appointed USA. In EMEA, The Netherlands won Vodafone’s media account, the UK signed a new contract with Tesco, and France picked up Marionnaud’s planning and buying business. In Asia, we won two major telco accounts: Telekom Malaysia and Telecom China.

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KEY PERSONNEL

 

Richard Beaven Chief executive officer, worldwide
t +1 212 605 7000
e Richard.beaven@us.initiative.com

Janet Fitzpatrick Worldwide director, communication planning
t +1 212 605 7000
e janet.fitzpatrick@us.initiative.com

Bant Breen President, worldwide, digital communications
t +1 212 605 7000
e bant.breen@us.initiative.com

Sue Moseley Worldwide director, research and futures
t +44 20 7663 7000
e sue.moseley@uk.initiative.com

Tim Spengler President, USA
t +212 605 7000
e tim.spengler@us.initiative.com

Mario Mateus President, EMEA
t +351 21 72 17 700
e mario.mateus@initiative.com

Annetta Cembrano President, Latin America
t +56 2 465 66 00
e Annetta.Cembrano@cl.initiative.com

Roger Camplisson Regional representative, Asia-Pacific
t +61 2 8586 2000
e Roger.Camplisson@au.initiative.com

 

Click here for a listing of multi-local personnel and key international account handlers

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