| 词条 | Initiative (agency) |
| 释义 |
|name = Initiative |logo = Initiative_agency_logo.png |type = |foundation = 1970 |location_city = New York, NY |location_country = |location = |locations = Worldwide |key_people = Mat Baxter, Global CEO Amy Armstrong, US CEO[1] |area_served = |industry = Advertising, Marketing |services = Media planning and buying |revenue = |operating_income = |net_income = |num_employees = |parent = Interpublic Group of Companies (IPG) |divisions = |subsid = |homepage = [https://initiative.com/ initiative.com] |dissolved = |footnotes = }}Initiative is a global media planning and buying agency that is part of IPG Mediabrands, the media buying arm of multinational holding company Interpublic Group of Companies.[2] Initiative's roots date back to 1970.[3] The company is based in New York, NY, with additional offices worldwide.[4] Mat Baxter is the company's Global CEO, and Amy Armstrong is US CEO.[1] HistoryOne of the two main predecessors of Initiative, Western International Media, was founded in 1970 by Dennis Holt. It was one of the first agencies dedicated exclusively to media buying.[3] In 1986, Western International Media won The Walt Disney Company account, a watershed moment in its history.[3] It would keep the account until 2001.[5] In 1994, the company was acquired by Interpublic Group of Companies (IPG).[3] In 1998, IPG combined Western International Media of Los Angeles with IPG's European media buying network, Paris-based Initiative Media Worldwide. The new combined agency was called Western Initiative Media Worldwide.[6] The NY Times reported at the time that the new entity would have 75 offices in 35 countries, and handled an estimated $10 billion in billings, making it the largest media buying agency in the world.[7] The company's US business was managed out of Los Angeles, and the international operations were managed out of Paris.[7] In February 2000, the company changed its name to Initiative Media.[8] In July, Initiative Media acquired PIC TV, at the time the largest source of promotional TV advertising spots in the United States.[9] In January 2017, IPG merged its third largest media buying network, Brand Programming Network (BPN), with Initiative Media, which was at the time IPG's second largest media buying network.[10] In November, ecommerce company Amazon selected Initiative to manage global media planning and buying for Amazon's ecommerce hub, tech products and Amazon Prime subscription services.[11] Also in November, Danish toy company The Lego Group selected Initiative as its global media agency.[12] In April 2018, Amazon also awarded its Amazon Studios business to Initiative.[13] In February 2019, Initiative was named as the media agency for gaming company Nintendo.[14] Global officesInitiative is based in New York City, and holds additional offices in North America, Latin America, Europe, the Middle East, Africa, and the Asia Pacific.[4] ClientsInitiative's notable media buying clients over the years have included Amazon, Walt Disney Company, The Lego Group and Nintendo.[13][3][12][14] References1. ^1 {{cite web|url=https://adage.com/article/agencies/converse-taps-initiative-global-media-work/313884/ |title=Converse taps Initiative for global media work|website=adage.com|date=2018-06-14 |accessdate=2019-02-19}} 2. ^{{cite web|url=https://www.adweek.com/agencyspy/ipg-mediabrands-to-fold-bpn-worldwide-into-initiative/123473 |title=IPG Mediabrands to Fold BPN Worldwide into Initiative |website=adweek.com|date=2017-01-06 |accessdate=2019-02-19}} 3. ^1 2 3 4 {{cite web|url=https://adage.com/article/news/media-buying-planning-western-international-continues-media-leader-burgeoning-media-industry-vindicates-holt-s-idea/64918/ |title=Media Buying and Planning: Western International Continues as Media Leader: Burgeoning Media Industry Vindicates Holt's Novel Idea|website=adage.com|date=1998-08-03 |accessdate=2019-02-19}} 4. ^1 {{cite web|url=https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=111306 |title=Company Overview of Initiative Media Inc.|website=bloomberg.com|date= |accessdate=2019-02-20}} 5. ^{{cite web|url=https://www.adweek.com/brand-marketing/initiative-withdraws-disney-review-53621/ |title=Initiative Withdraws From Disney Review|website=adweek.com|date=2001-12-20 |accessdate=2019-02-19}} 6. ^{{cite web|url=http://articles.latimes.com/1998/oct/06/business/fi-29637 |title=IPG Mediabrands to Fold BPN Worldwide into Initiative |website=latimes.com|date=1998-10-06 |accessdate=2019-02-19}} 7. ^1 {{cite web|url=https://www.nytimes.com/1998/10/08/business/media-business-advertising-addenda-interpublic-combines-2-media-service-units.html |title=THE MEDIA BUSINESS: ADVERTISING -- ADDENDA; Interpublic Combines 2 Media Service Units |website=nytimes.com|date=1998-10-08 |accessdate=2019-02-19}} 8. ^{{cite web|url=https://adage.com/print/26883 |title=Western Initiative Media announces a new name |website=adage.com|date=2000-02-21 |accessdate=2019-02-19}} 9. ^{{cite web|url=https://www.adweek.com/brand-marketing/initiative-buys-pic-tv-55653/ |title=Initiative Buys PIC TV |website=adweek.com|date=2000-07-17 |accessdate=2019-02-19}} 10. ^{{cite web|url=https://www.adweek.com/agencyspy/ipg-mediabrands-to-fold-bpn-worldwide-into-initiative/123473 |title=IPG Mediabrands to Fold BPN Worldwide into Initiative |website=adweek.com|date=2017-01-06 |accessdate=2019-02-19}} 11. ^{{cite web|url=https://www.adweek.com/agencies/amazon-consolidates-its-1-billion-plus-global-media-buying-business-with-ipg-mediabrands/ |title=Amazon Consolidates Its $1 Billion-Plus Global Media Buying Business With IPG Mediabrands |website=adweek.com|date=2017-11-01 |accessdate=2019-02-19}} 12. ^1 {{cite web|url=https://adage.com/article/agency-news/lego-selects-initiative-global-media-agency/311407/ |title=A 'Digital-First' Agency for an Analog Toy: Lego Taps Initiative for Global Media |website=adage.com|date=2017-11-27 |accessdate=2019-02-19}} 13. ^1 {{cite web|url=https://www.adweek.com/agencyspy/initiative-l-a-wins-amazon-studios-media-business-as-ipg-consolidates-the-larger-amazon-account/145767 |title=Initiative L.A. Wins Amazon Studios Media Business as IPG Consolidates the Larger Amazon Account |website=adweek.com|date=2018-04-12 |accessdate=2019-02-19}} 14. ^1 {{cite web|url=https://adage.com/article/agency-news/nintendo-taps-initiative-media-agency-u-s/316618/ |title=Nintendo taps Initiative as media agency in the U.S. |website=adweek.com|date=2019-02-12 |accessdate=2019-02-19}} External links
2 : Advertising agencies of the United States|Interpublic Group |
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