INITIATIVE
INITIATIVE AGENCY PROFILE
Owner Interpublic Group
Headquarters
1 Dag Hammarskjold Plaza, New York, NY 10017, US
t +1 212 605 7000
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Number of staff 2,500
Number of countries 59
Number of offices 88
EMEA 43, North America 15, Latin America 13, Asia Pacific 17
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Summary: Formed in 1975, Initiative has grown to a worldwide network of 75 offices in 58 countries. Initiative prides itself on being open, inclusive, proactive, challenging and having a unpretentious culture. Their communication pathway ‘i-connect’ is designed to make an effective connection between brands and their key audience. The four pillars of ‘I-connect’ are to investigate a clients business and goals, create a intergrated commubication and media plans, activate the plan and evaulate how well communication is delievered. Their clients incude Air Canada, Tesco and Johnson & Johnson.
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INTERNATIONAL CLIENTS
Countries
| Austrian Airlines | 55 |
| Bang & Olufsen | 12 |
| Burger King | 8 |
| Cadbury Schweppes | 12 |
| Computer Associates | 21 |
| Continental Tyres | 17 |
| Dexia | 18 |
| Famosa | 9 |
| Four Seasons | 17 |
| Fujitsu Siemens | 11 |
| Iberia Airlines | 39 |
| Johnson & Johnson | 17 |
| Kimberly- Clark | 11 |
| Patek Philippe | 26 |
| Rabobank | 13 |
| Samsonite | 23 |
|
SC Johnson |
32 |
| Storck | 14 |
| Tchibo | 18 |
| Unilever |
25 |
KEY LOCAL CLIENTS
Groupe Crédit Mutuel (France)
E-Plus (Germany)
Gruppo Editoriale, L’Espresso (Italy)
Iberia Airlines (Spain)
Tesco (UK)
MAJOR WINS
($)
| Hyundai/ Kia (US) | 800 |
| Bayer (US Planning) | 300 |
| Cadbury Schweppes (US) | 150 |
| Mars (Nordics) | 41 |
| Hyundai (Australia) | 40 |
| Johnston & Johnston (Eastern Europe) | 37 |
| Versatel (Germany) | 33 |
| Budapest Bank (Hungary) | 29 |
| M Video ( Russia) | 23 |
| Kaiser Tengelmann (Germany) |
22 |
| Americana Group (UAE) | 18 |
| Match.com (UK) | 16 |
| Millennium Bank (Greece) | 12 |
| Gossard (UK) | 10 |
CASE STUDIES
Look deeper into the creative mind of Initiative with these related case studies from CMDglobal.
Social sacrifice
Burger King, USA
Meat fans wax lyrical
Burger King, Canada
Peace project
Pacifico, Colombia
Original play
Huggies, Colombia
KEY PERSONNEL
Beaven
Richard Beaven CEO, worldwide
t
Jean-Christophe Petit President, Latin America
t
Tim Spengler President, US
t
Janet Fitzpatrick Worldwide director, communication planning
t
Sue Moseley Worldwide director, research and futures
t
Alan Cohen Worldwide director, innovation
t
Bant Breen Worldwide director, digital solutions
t
Multi-local personnel
Central and Eastern Europe
Bela Nemeth Regional director
t
e bela.nemeth@hu.initiative.com
France
Stephane Bodier
t
e stephane.bodier@fr.initiative.com
Germany
Marianne Doelz Managing director
t
e marianne.doelz@de.initiative.com
Italy
Luca Montani CEO
t
e luca.montani@it.initiative.com
Nordics
Urban Hilding CEO, Sweden
t
e urban.hilding@ium.se
Spain
Pedro Merino Managing director
t
e pedro.merino@es.initiative.com
UK
Gary Birtles CEO
t
e gary.birtles@uk.initiative.com
Click here for a listing of multi-local personnel and key international account handlers
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