Initiative

A leading global media agency within IPG Mediabrands, known for its cultural velocity framework and roster of major brand advertisers across diverse categories.

Initiative is an American media planning and buying agency that operates as part of IPG Mediabrands, the media division of the multinational holding company Interpublic Group of Companies.¹ Its core approach centers on building broad brand awareness and recognition among target audiences, while also delivering seamless customer experiences across content and media touchpoints that connect every stage of the customer lifecycle.² The agency counts major advertisers such as Nike, Amazon, Merck, Constellation Brands, and T-Mobile among its clients.² Initiative developed the concept of "cultural velocity," a proprietary measure of cultural relevance that tracks how quickly its clients can respond to cultural data in order to stay relevant to consumers and drive sales.¹ The agency's roots date to 1970, and it is headquartered in New York, NY, with offices worldwide.¹ Source 1: wikipedia.org — Initiative (agency) Source 2: initiative.com — Initiative