Initiative

Major global media agency operating within the Omnicom Media platform, competing among the top-tier media networks worldwide with a culturally-driven differentiation strategy.

Initiative is a global media planning and buying agency with roots tracing back to Western International Media, founded in 1970, and operating in its current form since 1998. The agency has historically been part of IPG Mediabrands and, following the Omnicom-IPG merger, now operates under the Omnicom Media platform. Initiative serves major multinational advertisers with integrated media strategy, planning, buying, and analytics capabilities across all channels and formats. Initiative distinguishes itself through a cultural-first approach to media, positioning culture as the primary lens through which audiences are reached and engaged. The agency leverages proprietary tools and data platforms to identify cultural moments, audience behaviors, and media opportunities that drive meaningful brand connections. Its methodology, known as 'Culture Connections,' underpins campaign development across linear TV, digital, social, programmatic, audio, and out-of-home media. With a presence in over 90 markets worldwide, Initiative competes directly with other major media agency networks including Mindshare, MediaCom, UM, Carat, and Starcom. The agency serves enterprise-level clients across consumer goods, entertainment, technology, and retail sectors, offering full-service media investment capabilities backed by Omnicom's scaled data, technology, and buying infrastructure.