Initiative

Initiative is a full-service global media agency built to grow brands through culture. The agency’s approach to rapidly interpreting and acting on cultural data signals – Cultural Velocity – creates relevant, long-lasting consumer connections that drive business results. Part of IPG Mediabrands, the global media arm of Interpublic Group of Cos. (NYSE: IPG), Initiative employs 3,200 of the smartest and most diverse talent in the industry in over 80 countries and represents almost $16 billion in annual billings for blue-chip clients, including LEGO, Carlsberg, Dr Pepper Snapple Group, Merck and Unilever.

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