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Last Modified: 11/3/2009

Initiative

AGENCY CONTACT INFORMATION
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

AGENCY OWNERSHIP

Holding Company

AGENCY DESCRIPTION

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.

Offices

GLOBAL SERVICE REGIONS

Asia (except China)

Australia

Canada

Caribbean

Central America

China

Eastern Europe

Mexico

South America

South Pacific

Western Europe

U.S. OFFICES

Initiative

1 Dag Hammarskjold Plaza,

New York, NY 10017

Phone: (212) 605-7213

Staff

TOTAL NUMBER OF EMPLOYEES
Office Employees	0-50
Total US	500+
Total Worldwide	500+

BIOS

Tim Spengler, President, North America

As Chief Activation Officer, Tim leads all Initiative’s North American channel activation efforts, overseeing the unification of all buying departments including national broadcast, local broadcast, print and digital. Tim is also a leading member of the advisory council of Interpublic's MAGNA Global, one of the world's largest broadcast media negotiation units.

The industry has recognized Tim’s activation leadership with recent nominations and awards including the groundbreaking “Running Man” activation for AOL. The Running Man’s integration into baseball’s World Series has been called “one of the industry’s most powerful and seamless brand placements to date.”

Tim is also one of the industry's leading spokespeople. He is ranked among the top five in Advertising Age's annual "Media Talk" survey, which tracks the most-quoted executives in the industry.

Larry Orell, Chief Operating Officer

With his extensive experience in the U.S. market, Larry is a well known figure in the industry and a key member of the Initiative management team. Focused on our operational structure and working closely with Initiative’s division heads and financial teams, his role is to ensure Initiative’s extensive stable of assets, resources and techniques are leveraged effectively throughout all regions.

Larry is a member of the 4As Media Policy Committee, and a former member of the Ad Council Media Committee and the BPA Advisory Board. He has served as a guest speaker at the annual 4As Media Conference, as well as at the MPA's Annual Meeting Training Seminar.

Prior to joining Initiative in 2000, he was the general manager of The Lords Group, a full-service agency.

Greg Walsh, Chief Financial Officer

As Chief Financial Officer, Greg is responsible for overseeing all financial, accounting and treasury processes for Initiative’s North American operation. He has a strong strategic and tactical expertise in finance and operational management, and received his MBA in Finance from Seton Hall University.

He joined The Interpublic Group’s corporate treasury department as an analyst in 1998 after starting his career in banking. One year later, he was brought on board at Initiative from IPG Corporate to assist in the agency’s merger with Western International Media, and placed in charge of moving the entirety of financial back-office functions from Los Angeles to New York.

From 1999-2002, he served as Assistant Treasurer for Initiative Worldwide, overseeing domestic treasury functions and evaluating capital transactions for the firm’s international offices. He was promoted to Finance Director for Initiative’s East Region in 2002, and served in that position until he was elevated to CFO in 2007.

Clients & Brands

Agency Clients And Brands

Client Name:

Hyundai/ Kia Motors

Start Date:

1/1/2008

Brand(s)/Services Provided:

Hyundai, Kia

Client Name:

The Home Depot

Start Date:

1/1/1993

Brand(s)/Services Provided:

The Home Depot

Client Name:

Lionsgate

Start Date:

1/1/2006

Brand(s)/Services Provided:

Rambo, SAW, etc.

Client Name:

SC Johnson

Start Date:

1/1/2006

Brand(s)/Services Provided:

OFF!, Windex, Scrubbing Bubbles, Ziploc

Client Name:

Merck & Company

Brand(s)/Services Provided:

All pharmaceuticals

Client Name:

Bayer Corporation

Start Date:

1/1/1979

Brand(s)/Services Provided:

Bayer Aspirin, Aleve, RID, Midol, Flinstones, Alka-Seltzer, One-A-Day

Client Name:

Sepracor

Brand(s)/Services Provided:

Lunesta

Client Name:

Coors Brewing Company

Start Date:

1/1/2004

Brand(s)/Services Provided:

Miller, Coors, Keystone

Client Name:

Dr. Pepper Snapple Group

Start Date:

1/1/2008

Brand(s)/Services Provided:

Dr. Pepper, Snapple, 7-Up, Schweppes

Client Name:

Quiznos

Start Date:

1/1/2007

Brand(s)/Services Provided:

Subs

Billings & Revenue

BILLING/ REVENUE RANGES
	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

MEDIA

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%

Specialized Services

SERVICE OFFERINGS
Revenue	Specialty	Description
2%	Digital/Interactive \| Blogging Discussion forums, community building

11%	Digital/Interactive \| E-Commerce Solutions	Enter optional description

3%	Digital/Interactive \| Mobile and Wireless	Enter optional description

36%	Media Buying	Enter optional description

28%	Media Planning	Enter optional description

3%	Other	Enter optional description

17%	Yellow Pages Advertising	Enter optional description

Industry Experience

INDUSTRIES

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