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Helen Miranda
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InitiativePhone (619) 681-1826
6863 Friars RoadURL
1st FloorContact Natira McDermott
San Diego, CA 92108E-mail
Holding Company
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.


Asia (except China)
Central America
Eastern Europe
South America
South Pacific
Western Europe
1 Dag Hammarskjold Plaza,
New York, NY 10017
Phone: (212) 605-7213


Office Employees0-50
Total US500+
Total Worldwide500+
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:
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:

Billings & Revenue

Number of Clients
Billing between $3.1 - $5 Million
and/or Agency Revenue between $601 Thousand- $1 Million
Billing between $10.1 - $25 Million
and/or Agency Revenue between $2.1 Million - $5 Million
Billing between $25.1 - $50 Million
and/or Agency Revenue between $5.1 Million - $10 Million
Billing more than $50 Million
and/or Agency Revenue more than $10 Million
Allocation percent of media placed by this office
National Broadcast41%
Local Broadcast16%
Out of Home4%
Digital (Internet, Mobile, SEM, Viral)2%

Specialized Services

2%Digital/Interactive | Blogging Discussion forums, community building

11%Digital/Interactive | E-Commerce SolutionsEnter optional description

3%Digital/Interactive | Mobile and WirelessEnter optional description

36%Media BuyingEnter optional description

28%Media PlanningEnter optional description

3%OtherEnter optional description

17%Yellow Pages AdvertisingEnter optional description

Industry Experience

Apparel & Fashion | apparel
Apparel & Fashion | footwear
Automotive | vehicles
Cosmetics, perfumes & toiletries
Financial services | insurance
Financial services | investments
Food & Beverage | alcoholic beverages
Food & Beverage | food
Food & Beverage | soft drinks
Gambling | casinos
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
Technology | .com business
Technology | communications
Technology | computer hardware & software
Technology | consumer electronics
Technology | electronics
Travel | hotels & resorts
Travel | tourism