You might say this firm is proactive in getting ads in front of audiences. Initiative Media Worldwide is one of the world's leading media planning and buying agencies, operating through 90 offices in nearly 70 countries. Doing business simply as Initiative, the company offers strategic planning services to help its advertising clients reach their intended audiences through the proper mix of radio, television, print, outdoor, and interactive media and purchases the required airtime or publication space. Major clients have included AOL, Bayer, Gateway, The Home Depot, LucasArts, and Showtime. Initiative is a unit of global advertising and marketing services conglomerate Interpublic Group.
Initiative is a part of Interpublic's Mediabrands division, which oversees Initiative and fellow media specialist Universal McCann. Interpublic has also closely aligned Mediabrands with ad agencies DraftFCB,McCann Worldgroup, and Lowe & Partners Worldwide in order to promote closer synergy and to create a more efficient operating structure for serving its clients.
As the advertising industry rebounds from the effects of the recession, Initiative was able to land Hasbro as a client in early 2011. During that time Initiative became the media agency of record for the toy company, with advertising spending estimated as much as $115 million. Initiative was also awarded the media duties for the Hub, the children's cable TV channel owned by both Hasbro and Discovery Communications. – less