Initiative

Sony India today announced the appointment of Initiative Media, part of IPG Mediabrands network, as its new media agency for India market following a comprehensive pitch process. Initiative Media will be responsible for managing the media planning for the brand going forward. The scope of services will also include providing media planning and buying across platforms.

The contract will officially kick-start from 01st June 2017 for a period of two years and will involve the agency to serve the gamut of product categories which includes BRAVIA, Xperia, Audio, Digital Imaging and Professional Solutions. This association will be an opportunity for Initiative Media to leverage strategic capability, to implement integrated strategies and drive impactful positioning of world class campaigns.

Our decision to appoint Initiative Media is reflective of the agencys capability of understanding brand Sony and providing a strategic approach to widen audience and strengthening the market position of our brand portfolio. We look forward to working with Initiative Media and have a strong belief that together we can create success and drive our premium brand story forward said Yuichi Hasegawa, Head of Marketing Communication & Retail, Sony India.

On the appointment, Shashi Sinha, CEO IPG Mediabrands, India said, We are delighted that Sony, an extremely prestigious marketer and brand is back with Initiative. We would like to thank Sony India for reposing their faith in us. Initiative stands committed to delivering the very best for Sonys success.

Initiative Hires Brand and Content Lead

May 25, 2017 | Share this article

Initiative has appointed Sian Thomas as head of brand and content partnerships. The role, which takes effect on 12 June, is a part of Initiative’s repositioning towards being a ‘cultural branding’ agency.

Thomas will be based in Melbourne but work on clients nationally. She is head of mobile and technology at IPG Mediabrands mobile solutions agency Ansible Melbourne. Thomas has previously worked as creative solutions director at events and sponsorships agency Ensemble and was a digital strategy and integration manager at Yahoo7.

“We have introduced new talents across all Initiative to help brands connect with people through cultural relevance,” Initiative Australia CEO Melissa Fein says. “Sian’s skills will help us considerably to ensure this positioning is both attractive and effective in the market.”

Initiative Wins Pizza Hut Media Account

May 18, 2017 | Share this article

Pizza Hut has moved its media account from GroupM agency MediaCom to IPG Mediabrands shop Initiative.

The pizza chain has been reviewing its relationship with media and creative partners as the business looks to completely sever ties with agencies that partner its former parent company Yum!.

The brand appointed The Monkeys for creative and advertising work in March and added Magnum & Co for social media, influencer marketing and PR and The Wired Agency for SEO and SEM last month, while rumours swirled about the fate of the media account.

The agency shake-up follows its new owner Allegro Funds teaming up with the local Pizza Hut management team to buy the master franchise from US parent Yum! Brands. It also recently completed the acquisition of the Eagle Boys chain.

IPG Mediabrands earned nine wins at 2017’s Festival of Media Global, collecting one Gold, two Silver and six Bronze across UM, Initiative and Ansible.

UM Romania’s “Bittersweet Pies” was IPG Mediabrands’ most awarded campaign, taking a Silver for Best Engagement Strategy and Bronze for The Utility/Public Service Award.

“The Field Trip to Mars” from UM U.S. continued it’s award show dominance, earning the lone Gold for IPG Mediabrands for the Best Use of Technology.

Caroline Foster Kenny, chief executive of IPG Mediabrands EMEA, has tasked Morris with transforming the agency’s offering in the UK.

Initiative’s headcount has dropped by more than two-thirds in the past two years after the agency lost Tesco’s £90m UK media business in 2015, ending a 20-year relationship.

Morris, who will report to Foster Kenny and Initiative global chief executive Mat Baxter, had only just been promoted to global client president at Dentsu Aegis in January.

IPG Mediabrands demonstrated its global dynamism at this year’s Festival of Media MENA Awards, with the network collecting an impressive 11 wins. UM and Initiative combined to earn two Gold, five Silver and four Bronze in what was a highly competitive field. J3 MENA’s “Johnson’s Baby Blogger Series” and UM Dubai’s “Fanta Gaming Masters” were

Maureen Bosetti is among the most respected executives in the media agency business and widely acknowledged as a rising star.

In her new role at Initiative, part of IPG Mediabrands, Maureen focuses on partnerships, which encompasses a wider perspective of the media ecosystem and broadens her role beyond investment and activation.

Initiative Perth has been appointed the media agency of one of Australia’s largest property groups, Peet. Initiative won the business, estimated to spend about $7 million on media each year, after an initial national competitive tender with five agencies, which was whittled down to a brief with three media agencies. Peet is one of the

While traditional media buying dynamics seemingly remain unchanged, the foundations on which they have been built are collapsing and new foundations are being simultaneously erected. In my new series of Legends & Leaders video interviews, you will be surprised to find a media industry that has a clear grasp of its challenges, is in the

IPG Mediabrands has received an impressive total of 30 shortlists for the upcoming Festival of Media Global Awards. Coming off a strong showing at Festival of Media APAC awards, this is more testament to IPG Mediabrands’ strong global network, the shortlisted entries represent work produced by UM, Initiative, Cadreon and Ansible. Section Category Entry title