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 TM – 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.

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 Walton

Head of Digital

Simon Smith

Group Client Director

Richard Morris

Chief Executive Officer

Charlotte Eagland

Head of Cultural Insight and Analytics

James Temperley

Head of Partnerships

Ben Haley

head of insight


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).