Initiative is a strategically led Media agency offering clients unique and responsive media advice that is relevant to their business. Data, analytics, insight and innovation are central to all our services, and we hold ourselves fully accountable to client business goals. This commitment to performance is at the heart of Initiative's unique process and culture - we invest in the tools and the talent to make this a day to day reality for our clients. We constantly deliver best in class media thinking leading to tangible and measurable business success for our clients. Within the UK market we have a unique position: the scale and strength of a global network alongside the bravery and hunger of a challenger agency, making us faster and more adaptable than our competitors.

Sector Experience

  • Charities
  • Clothing/Accessories
  • Cosmetics/Toiletries
  • Entertainment/Leisure
  • Financial services
  • Food
  • Pharmaceuticals
  • Business/Industrial
  • Telecoms
  • Automotive
  • Office Equipment
  • Utilities
  • Travel/Transport
  • Electrical goods
  • Retail
  • Media

Our Clients

  • Amazon
  • Storck
  • Marlow Foods
  • Homebase
  • Carlsberg
  • LEGO
  • Revlon
  • Converse
  • Boeing
  • Kindred



Ben Haley

Head of Insight

Charlotte Eagland

Head of Cultural Insights and Analytics

Deborah Mackay

Group Client Director

James Temperley

Head of Partnerships

Richard Morris

Chief Executive Officer

Simon Smith

Group Client Director


CPD Logo

Other accreditation

Sarbanes Oxley


Globally, Initiative employs more than 2500 talented professionals, working in 92 offices across 71 markets. Initiative is part of the media management network IPG Mediabrands, which is owned by the Interpublic Group (NYSE: IPG).