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Initiative

AGENCY CONTACT INFORMATION
InitiativePhone (212) 605-7000
New YorkFax (212) 605-7460
1 Dag Hammarskjold Plaza, NY 10017URL www.initiative.com
Contact Leah Meranus
E-mail leah.meranus@initiative.com
AGENCY OWNERSHIP
Holding Company
AGENCY DESCRIPTION
At Initiative, four core principles (Fast, Brave, Decisive, and Simple) uniquely shape our culture, the way we work and how we serve our clients.

• Fast: We operate fast to stay ahead of the changing world of business and media, to connect
opportunities for our clients while they are still fresh and valuable.
• Brave: We are brave in our relationships, giving clients honest opinions and advice.
• Decisive: We are decisive when dealing with complex problems to give our clients
actionable recommendations.
• Simple: We make the complex simple by applying clarity to focus on things that really matter.

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
New York
1 Dag Hammarkskold Plaza, 5th Floor
New York, NY 10017
Phone: (212) 605-7213
Atlanta
5909 Peachtree Dunwoody Rd., NE,
Atlanta, GA 30328
Phone: (678) 441-7100
Chicago
633 N. St Clair,
Chicago, IL 60611
Phone: (312) 799-4200
Dallas
7701 Las Colinas Ridge,
Irving, TX 75063
Phone: (000) 000-0000
Los Angeles
5700 Wilshire Blvd, Suite 400
Los Angeles, CA 90036
Phone: (323) 370-8000
San Diego
4747 Executive Drive, Suite 1080
San Diego, CA 92131
Phone: (858) 677-2705
San Francisco
1160 Battery St., #250
San Francisco, CA 94111
Phone: (000) 000-0000

Staff

TOTAL NUMBER OF EMPLOYEES
Office Employees201-500
Total US500+
Total Worldwide500+
BIOS
Peter Mears, President, North America
Peter serves as President, North America for Initiative. He has operational and client responsibility for the agency’s network within the United States and Canada. During his tenure Mears has redefined Initiative’s North American offering by simplifying the agency’s structure, approach and its tools.

Prior to joining Initiative, Mears assumed leadership of IPG Mediabrands Canada, overseeing regional agencies including Initiative, UM and M2Universal. There, he oversaw flagship accounts including Johnson & Johnson, Coca-Cola and MasterCard. He came to IPG Mediabrands after spending over a decade at PHD in London and in New York where he worked with clients ranging from The Guardian Newspaper to Mitsubishi and HBO. Mears also spent a number of years with Toronto’s HYPN working with a diverse portfolio of clients including Unilever.

Throughout his experience, Mears has proven himself to be a leader in media innovation and strategy. He has been a key element in winning campaigns for each agency and has held leadership positions in numerous unforgettable, award-winning campaigns, including the Dove Campaign for Real Beauty and American Legacy Foundation’s Truth Anti-Smoking Campaigns. In 2012 he was named Media Director of the Year by Strategy Magazine and in 2013 he was was listed as one of AdWeek’s Top 50 Execs and name Executive of the Year alongside Global CEO, Jim Elms, by Media Magazine.
Shane Ankeney, Chief Client Officer
Shane is Chief Client Services Officer for Initiative. He is responsible for business leadership for all U.S. based clients including flagship accounts such as Hyundai-Kia, Dr Pepper Snapple Group, MillerCoors, Merck, Best Western, Hasbro, SeaWorld Entertainment, Boeing, Arby’s and USAA among others. This includes oversight for the nine business leaders who steward these accounts daily, as well as efforts to create higher order opportunities with the senior management of each client. Shane most recently served as EVP, Managing Director for U.S. Planning & Communications until assuming his new role.

Shane’s leadership, knowledge of the industry and strength in effectively and equitably managing the agency client relationship have been crucial reasons Initiative was named U.S. Media Agency of the Year by Advertising Age, Adweek and Mediaweek magazines in 2008. He was also named a Media All-Star by Adweek in 2011 due in part for his innovative approach in the agency’s transformation to a performance-led communications model for clients.

Prior to Initiative, Shane served as Executive Director, Audience Planning & Media Arts for Omnicom’s TBWA\Chiat\Day. He was a founding member of TBWA\C\D’s “Digerati” and “Reboot Camp,” which helped advance TBWA into the digital age. Shane helped to form TBWA\Connect, the advertising industry’s first Connections Planning group. He served as Chief Media Officer at Doner in Michigan where he led strategy for business development and was Media Director for Carmichael-Lynch in Minneapolis. He also held key positions at The Leap Partnership and JWT in Chicago. Throughout his career he has held senior positions on the Bayer, Nivea, Unilever, Mars, Kelloggs, Kraft Foods, SC Johnson and The Home Depot accounts.

Shane received his Bachelor of Science, Summa Cum Laude, from Miami University in Oxford, Ohio. He now makes his home with his family in Westchester County, New York.
Sarah Power, Chief Strategy Officer
Sarah serves as Chief Strategy Officer for Initiative. She is responsible for the agency’s client teams, its overall product offering and delivery with a focus on providing clients full-service marketing solutions. Her Strategy teams are integrated within every account working in conjunction with the firm’s Investment, Analytics and Business Leadership groups to deliver digitally infused, holistic media and marketing plans. Power also serves as the executive sponsor of the agency’s FutureBoard – a group of the agency’s high performing millennials who are tasked with a variety of assignments related to Initiative’s clients and culture.

A highly regarded communications strategist, Sarah has played a major leadership role in several account wins, including MillerCoors, Hasbro, USAA, Dr Pepper Snapple Group and Hyundai-Kia among others. Sarah has also been a jurist for several of the industry’s most prestigious awards including the Effie’s where she served as a Brand Experience judge and Cannes Lions where she was a member of the final round jury for the global Young Lions competition. In 2012, Power was named one of the Internationalist’s ‘Agency Innovators of the Year’ for her work on Initiative’s Performance Pathway process.

Before joining Initiative, Sarah served as Senior Vice President, Communications Strategist at MPG, a unit of Havas with a focus on the agency’s global clients including ExxonMobil, GlaxoSmithKline and Schering-Plough. She also held a series of positions of increasing responsibility culminating with Senior Vice President, Strategic Director for Carat where she ran the agency’s Proctor & Gamble family care and baby care divisions and developed the communications planning process for both the agency and P&G. Sarah also spent time at Carat division Carat Insight. She began her career at TN Media.

Sarah received her degree from Rutgers University in New Brunswick, New Jersey. She makes her home with her family in suburban New Jersey.
Kris Magel, Chief Investment Officer
Kris serves as Chief Investment Officer for Initiative. He is responsible for the agency’s integrated investment teams across all channels including digital, broadcast, print and search. His Investment teams are fully integrated within every account working in conjunction with the firm’s Strategy, Analytics and Business Leadership groups to deliver 360 degree multiplatform media and marketing plans. Kris sits alongside the Investment Leaders of fellow IPG agencies as a member of the MagnaGlobal Consortium, working with media partners to deliver the most effective marketing investment approaches that maximize client marketing spends.

A veteran with nearly two decades of experience in the media business, Kris has proven himself a formidable negotiator who has earned the respect of media partners for both his analytical approach to the marketplace and his passionate representation of clients. His reputation for articulate, informed intelligence also makes him a favorite with the press and a popular panelist at industry events. In 2012 Magel was named to the Adweek 50 (#16) as one of the industry’s most influential executives and was a Mediaweek ‘Media All-Star’ in 2007. Magel also has an influential voice within the video industry, serving as a co-chair of the Ad Council Broadcast TV Committee, a member of the advisory boards of industry collective Videonomics and Advertiser Perceptions and a board member of the New York Advertising Club.

Prior to joining Initiative in 2007, Kris held the position of Senior Vice President, National Broadcast at Zenith where he created a fully integrated buying unit for Maybelline/Garnier that recognized early on the value of digital media working in conjunction with television. Prior to Zenith, Kris worked at Optimedia in a variety of roles of increasing responsibility, culminating as Senior Vice President, National Broadcast. He also worked for DeWitt Media handling TV and Radio accounts including Discovery Networks, Reebok and Lexmark.

Kris received his Bachelors of Arts degree from the John Wiley School of Business at the State University of New York at Geneseo. He makes his home with his family in New York City and East Hampton, New York.
Bret Leece, Chief Analytics Officer
Bret serves as the head global analytics for Initiative. In his role, Bret is responsible for all of the agency’s research, analytics tools, data platforms and intelligence units including global partnerships with external data providers. Additionally, he will has oversight of the firm’s Future Sport + Entertainment (FS+E) sports intelligence unit and works closely with the agency’s Strategy group on the continued development of Initiative’s tools including Matrix, Real Lives and its industry leading Connections Panel.

Prior to this role, Bret acted as the Chief Analytics Officer for Initiative in the United States. Within this role he was responsible for growing the agency’s U.S. analytics practice – a capability using state-of-the art analytic and tracking tools to align marketing communication to client business results. Prior to Initiative, Bret served as Senior Vice President, Managing Director International for MarketShare Partners based in London where his responsibilities included sales and delivery of marketing and budget optimization analytics software for accounts in Europe, the Middle East and Asia-Pacific. He also held the title of Vice President, Strategic Director with responsibility for business development, analytic design and data specifications for western U.S. accounts. Prior to MediaShare Partners, Bret was Vice President, Strategic Marketing Services for Anschutz Entertainment Group (AEG) – one of the world’s leading sports and entertainment venue operators working in both the firm’s London and Los Angeles offices. While in London, he led the implementation of the CRM and interactive ticketing systems for The O2 a $650 million live entertainment and real estate development property.

Leece has also held positions with House of Blues Entertainment serving as their Director of Database Marketing and with the Walt Disney Internet Group – serving as the Senior Manager of the CRM. He began his career with Sprint working in several systems and analytics positions in both their local and long distance divisions.

Bret received his Masters of Business Administration from the University of Southern California’s Marshall School of Business and his Bachelors of Arts in Economics from Pepperdine University. He makes his home with his family in Los Angeles.

Clients & Brands


Agency Clients And Brands
Client Name: Hyundai Kia
Start Date: 1/1/2008
Client Name: Merck
Start Date: 1/1/1991
Client Name: MillerCoors
Start Date: 1/1/2002
Client Name: Dr Pepper Snapple Group
Start Date: 1/1/2008
Client Name: USAA
Start Date: 1/1/2010
Client Name: CKE
Start Date: 1/1/1975
Client Name: FDA Anti-Smoking
Start Date: 1/1/2012
Client Name: AFA Service
Start Date: 1/1/2001
Client Name: SeaWorld
Start Date: 1/1/2013
Client Name: EDMC
Start Date: 1/1/2008

Billings & Revenue

BILLING/ REVENUE RANGES
Number of Clients
Billing less than $1 Million
and/or Agency Revenue less than $200 Thousand
16
Billing between $1.1 - $3 Million
and/or Agency Revenue between $201 - $600 Thousand
12
Billing between $3.1 - $5 Million
and/or Agency Revenue between $601 Thousand- $1 Million
4
Billing between $5.1 - $10 Million
and/or Agency Revenue between $1.1 Million- $2 Million
12
Billing between $10.1 - $25 Million
and/or Agency Revenue between $2.1 Million - $5 Million
15
Billing between $25.1 - $50 Million
and/or Agency Revenue between $5.1 Million - $10 Million
9
Billing more than $50 Million
and/or Agency Revenue more than $10 Million
10
MEDIA
Total gross media placed by this office
Over $ 1 Billion
Allocation percent of media placed by this office
National Broadcast52%
Local Broadcast17%
Print7%
Out of Home2%
Digital (Internet, Mobile, SEM, Viral)19%
All Other3%

Specialized Services

SERVICE OFFERINGS
RevenueSpecialtyDescription
2%Digital/Interactive | Blogging Discussion forums, community buildingEnter optional description



6%Digital/Interactive | E-Commerce SolutionsEnter optional description



8%Digital/Interactive | Mobile and WirelessEnter optional description



3%Digital/Interactive | Search Engine MarketingEnter optional description



2%Direct MarketingEnter optional description



10%Marketing Data AnalyticsEnter optional description



36%Media BuyingEnter optional description



29%Media PlanningEnter optional description



1%Multicultural | African-AmericanEnter optional description



1%Multicultural | Asian-AmericanEnter optional description



1%Multicultural | Hispanic/Latino AmericanEnter optional description



1%Multicultural | Native American/OtherEnter optional description




Industry Experience

INDUSTRIES
Aerospace
Apparel & Fashion | apparel
Apparel & Fashion | footwear
Appliances
Automotive | aftermarket
Automotive | vehicles
Consumer Services
Cosmetics, perfumes & toiletries
Education
Entertainment & Culture | amusement parks
Entertainment & Culture | motion pictures
Financial services | banking
Financial services | insurance
Financial services | investments
Food & Beverage | alcoholic beverages
Food & Beverage | food
Food & Beverage | pet food
Food & Beverage | soft drinks
Gambling | casinos
Gambling | lotteries
Gasoline/Petroleum
Government | economic development
Government | military & defense
Healthcare | direct to consumer (DTC)
Healthcare | hospitals, healthcare facilities, medical services
Healthcare | medical products
Healthcare | pharmaceutical
Home Products | home improvements (Hardware, paint, plumbing, gardening)
Household Supplies
Industrial, Manufacturing & chemicals
Luxury & Imported products
Media | broadcasting
Media | other
Media | publishing
Non-profit, associations & public services
Real Estate | buildings & construction
Recreation & Sports | hobbies
Recreation & Sports | toys & games
Restaurants
Retail
Technology | .com business
Technology | communications
Technology | computer hardware & software
Technology | consumer electronics
Technology | electronics
Telecommunications
Travel | airlines
Travel | hotels & resorts
Travel | tourism