4A's Agency Search
Agency Information
Initiative
Description |
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Initiative | Phone (619) 681-1826 |
6863 Friars Road | URL www.initiative.com |
1st Floor | Contact Natira McDermott |
San Diego, CA 92108 | E-mail Natira.McDermott@us.initiative.com |
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At Initiative there is one, clear approach – media is marketing. This principle is at the heart of everything we do, from big picture strategic ideation to the smallest detailed execution. We understand that media has to deliver marketing outcomes and results, no matter what the challenge. There is no line between effective media and effective marketing. We have developed a clear brand promise. We transform media exchanges into marketing results.
We live our name Initiative. Initiative literally means a “fresh approach.” In order to ensure that everyone in our organization understands what this means to their daily lives, we have introduced five core values into our performance evaluation process. In addition, not only do we hire people who understand media and marketing, we ensure that they are people who will embrace these five core values: relentless curiosity: We’re not satisfied until we know why and embrace the uncertainty that lies ahead. We ask why?, creative thinking: We work hard to create a culture where people feel free and encouraged to discuss, challenge and take risks. We ask why not?, working together: We focus on how much we can make it better than whose idea it is because together we can accomplish so much more, flawless execution: We have no tolerance for anything less than the highest best effort and are fully accountable, client results: We get involved personally to understand all the measures of client success with consumers, with stakeholders, and with individual clients themselves.
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Offices
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Asia (except China) |
Australia |
Canada |
Caribbean |
Central America |
China |
Eastern Europe |
Mexico |
South America |
South Pacific |
Western Europe |
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Initiative |
1 Dag Hammarskjold Plaza, |
New York, NY 10017 |
Phone: (212) 605-7213 |
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Staff |
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Office Employees | 0-50 |
Total US | 500+ |
Total Worldwide | 500+ |
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Tim Spengler, President, North America |
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Larry Orell, Chief Operating Officer |
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Greg Walsh, Chief Financial Officer |
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Clients & Brands
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Client Name: | Hyundai/ Kia Motors |
Start Date: | 1/1/2008 |
Brand(s)/Services Provided: | |
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Client Name: | The Home Depot |
Start Date: | 1/1/1993 |
Brand(s)/Services Provided: | |
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Client Name: | Lionsgate |
Start Date: | 1/1/2006 |
Brand(s)/Services Provided: | |
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Client Name: | SC Johnson |
Start Date: | 1/1/2006 |
Brand(s)/Services Provided: |
OFF!, Windex, Scrubbing Bubbles, Ziploc | |
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Client Name: | Merck & Company |
Brand(s)/Services Provided: | |
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Client Name: | Bayer Corporation |
Start Date: | 1/1/1979 |
Brand(s)/Services Provided: |
Bayer Aspirin, Aleve, RID, Midol, Flinstones, Alka-Seltzer, One-A-Day | |
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Client Name: | Sepracor |
Brand(s)/Services Provided: | |
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Client Name: | Coors Brewing Company |
Start Date: | 1/1/2004 |
Brand(s)/Services Provided: | |
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Client Name: | Dr. Pepper Snapple Group |
Start Date: | 1/1/2008 |
Brand(s)/Services Provided: |
Dr. Pepper, Snapple, 7-Up, Schweppes | |
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Client Name: | Quiznos |
Start Date: | 1/1/2007 |
Brand(s)/Services Provided: | |
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Billings & Revenue |
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| Number of Clients |
Billing between $3.1 - $5 Million and/or Agency Revenue between $601 Thousand- $1 Million | 1 |
Billing between $10.1 - $25 Million and/or Agency Revenue between $2.1 Million - $5 Million | 1 |
Billing between $25.1 - $50 Million and/or Agency Revenue between $5.1 Million - $10 Million | 1 |
Billing more than $50 Million and/or Agency Revenue more than $10 Million | 1 |
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Allocation percent of media placed by this office |
National Broadcast | 41% |
Local Broadcast | 16% |
Print | 37% |
Out of Home | 4% |
Digital (Internet, Mobile, SEM, Viral) | 2% |
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Specialized Services |
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Revenue | Specialty | Description |
2% | Digital/Interactive | Blogging Discussion forums, community building | |
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11% | Digital/Interactive | E-Commerce Solutions | Enter optional description |
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3% | Digital/Interactive | Mobile and Wireless | Enter optional description |
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36% | Media Buying | Enter optional description |
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28% | Media Planning | Enter optional description |
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3% | Other | Enter optional description |
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17% | Yellow Pages Advertising | Enter optional description |
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Industry Experience |
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Apparel & Fashion | apparel |
Apparel & Fashion | footwear |
Appliances |
Automotive | vehicles |
Cosmetics, perfumes & toiletries |
Education |
Financial services | insurance |
Financial services | investments |
Food & Beverage | alcoholic beverages |
Food & Beverage | food |
Food & Beverage | soft drinks |
Gambling | casinos |
Gasoline/Petroleum |
Government | military & defense |
Healthcare | direct to consumer (DTC) |
Healthcare | hospitals, healthcare facilities, medical services |
Healthcare | medical products |
Healthcare | pharmaceutical |
Household Supplies |
Industrial, Manufacturing & chemicals |
Media | publishing |
Non-profit, associations & public services |
Restaurants |
Retail |
Technology | .com business |
Technology | communications |
Technology | computer hardware & software |
Technology | consumer electronics |
Technology | electronics |
Telecommunications |
Travel | hotels & resorts |
Travel | tourism |
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