Initiative

Initiative, a privately owned company founded in 1970 and headquartered in the US, is a media agency with approximately 3,250 employees. It is a subsidiary of Interpublic Group (IPG). Initiative's stated business focus is on driving growth for major brands by developing media strategies that aim to connect with consumers on both individual and collective levels. The agency works with clients such as Nike, Volvo, Amazon, and T-Mobile, among others. Initiative emphasizes incorporating considerations of diversity, brand safety, and sustainability into its media planning.