Will Spence

Will Spence is a senior media investment executive at Initiative, the IPG Mediabrands agency, where he leads investment strategy and buying operations across multiple channels for the agency's client portfolio. Known for bridging traditional media buying expertise with modern programmatic and data-driven approaches, Spence has been instrumental in shaping how Initiative approaches cross-channel investment optimization on behalf of major brand clients. Spence has built his career within the agency holding company ecosystem, developing deep expertise in media investment, negotiation, and audience-based buying strategies. His work spans linear and digital media environments, reflecting the industry's broader shift toward converged investment models that blend reach, data, and accountability. As a senior leader at Initiative, he contributes to the agency's broader mission of challenging conventions in media planning and buying, working closely with clients to align investment decisions with business outcomes. His role places him at the intersection of media strategy, vendor relationships, and emerging advertising technology adoption.

Last updated Jul 10, 2026 by ATDb automated enrichment · Connections updated Jul 13, 2026