About

Initiative is a full-service media planning and buying agency headquartered in New York City. In the U.S., we employ 820 media specialists across seven offices (New York, Chicago, Dallas, San Francisco, Los Angeles, San Diego, Atlanta). We manage an estimated $7.9 billion in media billings annually and rank within the top 10 media agencies based on size (source: Recma). We offer a full suite of communications services, including media strategy, media planning, media buying, analytics and innovation across all media channels.



At Initiative, we believe that clients need a media agency that thinks and acts differently.



What we think: consumers have more choices than ever before. Awareness isn’t the battleground. Brand love is. We need to build deeper relationships with consumers. To truly connect, we need to understand their “Human Link” to the world around them. To build this human link, we organize data from the ground up—one individual at a time. Instead of homogenizing data, we link it to humans.



How we act: we believe that clients need a media agency that is fast, brave, decisive, and simple—in short, “FBDS.” We move fast to stay in front of changes in business and the media and to connect to new opportunities while they are still fresh and valuable. We are brave in our relationships, giving clients honest opinions and advice and bold recommendations. We are decisive when dealing with complex problems to give clients actionable recommendations and plans. We make the complex simple and the simple compelling.



“What we think” and “how we act” shape who we are, how we work, and how we build relationships with clients.