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Initiative
AGENCY CONTACT INFORMATION
InitiativePhone (323) 370-8000
5700 Wilshire BoulevardFax (323) 370-8950
Suite 400URL www.initiative.com
Los Angeles, CA 90036-3648Contact Natira McDermott
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:

1) Relentless curiosity: We’re not satisfied until we know why and embrace the uncertainty that lies ahead. We ask why?
2) 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?
3) 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.
4) Flawless execution: We have no tolerance for anything less than the highest best effort and are fully accountable.
5) Client results: We get involved personally to understand all the measures of client success with consumers, with stakeholders, and with individual clients themselves.