Tag: initiative

Australia – Following a highly competitive pitch, Initiative has been appointed media agency of record for healthcare company, Aspen Pharmacare Australia, working across its brand portfolio of well-known consumer healthcare brands such as Maltofer, Coloxyl, Ural and Dymadon.

Already considered one of Australia’s largest consumer healthcare companies, Initiative’s remit includes all media buying, planning and strategy, as Aspen Australia seeks to grow its market leading position in a highly competitive and regulated market.

Jo McAlister, CEO at Initiative said Aspen Australia’s entrepreneurial spirit aligns perfectly with Initiative’s culture and people and already the collaboration between the teams is evident.

“Aspen Pharmacare operates with a core mantra to provide all Australians with access to a great range of high-quality healthcare products.  We are motivated to utilise our industry-leading tools to create new thinking and develop effective campaigns that are a cut above their competitors and will help the company achieve its growth goals,” they said.

McAlister continued, “We look forward to elevating the company as it enters a new evolution of growth.”

Meanwhile, Alison Holland, head of consumer OTC at Aspen Pharmacare commented, “We are thrilled to partner with Initiative to enhance our consumer engagement and drive impactful connections in the healthcare space. This collaboration aligns with our commitment to delivering innovative, patient-centric solutions through strategic and data-driven media approaches.”

“We look forward to exciting times ahead as Aspen Pharmacare benefits from the fresh, exciting media thinking Initiative is renowned for,” she concluded.

The transition is already underway with the partnership live from April 1.  The first work will be in market Q3.

Sydney, Australia – Media agency Initiative has announced its new strategy team lineup, a combination of well-earned promotions and new appointments, built with the sole purpose to elevate Initiative’s strategy and product offering for client growth.  The announcement follows the recent appointment of Tom Dodd to the national chief strategy officer role.

Ali Coysh takes on Dodds’ previous role of national head of strategy, Coysh was previously Sydney, Head of Strategy; newly appointed Clare Graham joins the agency as Sydney strategy director bringing a creative mindset to the team; Tom Davies takes on an expanded role adding product to his remit, becoming the newly appointed Sydney head of strategy & product (the role previously held by Coysh); following stints at Mutinex and Thinkerbell, Tate Nalen joins in the role of Melbourne strategy director, working alongside Graham plus Charles Dangibeaud, Perth’s head of strategy.

With an immediate remit to design and lead the next evolution of Initiative’s strategy offering the new national team will focus on prioritising adaptive strategies for its clients leveraging data-driven insights and emerging technologies, including AI.  

Dodd said the establishment of the national strategy team reflects Initiative’s commitment to driving growth and transformation for both the agency and its clients; and he was immensely proud to be working with some of Australia’s brightest minds, reflecting the deep bench of strategic talent across the agency.

“In an era defined by rapid transformation and heightened client expectations, Initiative’s strategy team will push the boundaries of what media can achieve. Our new team will focus on building adaptive, insight-led strategies that harness the power of AI, data intelligence, and cultural fluency to unlock growth for brands,” he said.

Dodd continued, “Since taking on the CSO role I have been wholly focussed on finding the right people to drive the business forward that embody the strong strategic culture we have built as an agency. I’ve known Ali for many years, he is an exceptionally talented thinker & brilliant human to work alongside, so I’m delighted to have him helm of our national strategy offering.”

With an agency career spanning 15 years, Coysh has held senior agency roles in both London and Sydney and is renowned for his leadership and business skills. “Ali’s ability to take a brief and challenge it in the right ways to deliver the best client outcomes, has always been his sweet spot,” said Dodd.  “It’s rare to find a person who truly understands audiences and business problems and how they merge for growth like Ali does; watching his brain start to tick when he’s given a new brief is a lesson for us all…he’s the perfect person to help me lead Initiative’s strategy offering.

Coysh said, “Initiative has always been a strategic powerhouse, known setting up its clients for success. I’m excited to have our team take Initiative into a new era, we have such a wealth of talent across all markets it’s a formidable position to be in. With a strengthened strategy and product offering, and a proposition underpinned by market leading technology, tools and talent we are in a unique position to cement our proposition as the Cultural Experience agency. 

Coysh added, “We are laser focused to help our clients navigate a challenging market, putting media at the forefront to deliver business growth with our distinct brand of strategic creativity. It’s an exciting time to be part of a team with a shared ethos to do things differently.”

Dodd concluded “With a deep understanding of audience behaviour and business challenges, Initiative’s strategy offering is built to future-proof client growth and success—connecting brands to culture in meaningful ways while ensuring measurable business impact. This evolution reinforces Initiative’s reputation as a leader in strategic media thinking, ensuring its clients stay ahead in an increasingly complex and competitive landscape.”

These appointments follow recent new business wins including Netflix and Volvo plus recent contract extensions including Goodman Fielder and Fantastic Furniture.

Australia – ACCIONA, an infrastructure company dedicated to the development and management of infrastructure and renewable energy, has tapped DDB Group Melbourne for the launch of its campaign ‘Turbine Made’, aimed at ransforming retired wind turbine blades into innovative new materials and products for a better Australia.

For the launch of the initiative, ACCIONA has broken down a decommissioned blade from its Waubra Wind Farm in Victoria into a versatile particulate that can serve as a raw material for sustainable product manufacturing. 

Like the turbines themselves, the products will help power a more sustainable Australia and could include applications such as protective gear for firefighters, highway crossings for endangered koalas, concrete for sustainable buildings and equipment for playgrounds.

To bring this initiative to life, ACCIONA engaged DDB Melbourne off the back of a competitive pitch process to conceive and develop the ‘Turbine Made’ idea, brand identity, marketing and PR strategy. Leveraging DDB’s creative expertise, the initiative aims to engage industry, sustainability advocates, and other potential partners to identify new applications for the material.

The ‘Turbine Made’ launch has been supported with an integrated campaign, including an online film, social, PR, press and out-of-home.

Caroline Pinter, general manager brand and marketing at ACCIONA, said, “Turbine Made demonstrates our commitment to sustainable innovation. We are working to transform one of the industry’s most complex environmental challenges into a solution that enables the development of new, forward-thinking products.”

She added, “By collaborating with DDB Melbourne, we have been able to effectively communicate the opportunities of this initiative. We’re excited to see how this material could be used and look forward to working with our partners to bring these ideas to life.”

Meanwhile, Giles Watson, executive creative director at DDB Group Melbourne, commented, “Turbine Made is about reimagining what’s possible. In doing so, we’re not just giving turbine blades a second life–but also inspiring industries to see that waste doesn’t have to be the end of the story, it can be the start of something remarkable.”

The project is already well and truly underway, with the first Turbine Made prototype launching in early March, and ACCIONA is now seeking partnerships with more industries, businesses, researchers and students.

Australia – Initiative Australia has announced the continuation of its longstanding partnership with Goodman Fielder, confirming it has retained the company’s ATL media, including strategy, planning, buying, implementing and reporting, plus BTL media including retail marketing planning.

Initiative was first appointed as Goodman Fielder’s ATL partner in 2020 and awarded its BTL retail marketing planning in early 2023.

Jo McAlister, CEO at Initiative Sydney said in today’s challenging market the strength of client-agency partnership and the trust a client must have in its agency’s strategy and capabilities comes to the fore.

“We are delighted Goodman Fielder has placed its business for a further 12 months firmly back in our hands, enabling Initiative to fulfil the brand’s ambition to take a more holistic approach to its media strategy and investment,” Jo said.

She added, “Since taking a more universal approach to Goodman Fielder’s investment, we have been able to ensure ATL, at-shelf and at-home work seamlessly together to deliver stronger results for the brand and create a true consumer-first end-to-end solution.  The results speak for themselves.”

Meanwhile, Christine Fung, CMO at Goodman Fielder, commented,  “Initiative is a forward-thinking agency with excellent account management that really create community with their clients. We are delighted to maintain our long-term collaborative partnership, with shared drive for learning as we continue our growth journey.”

Philippines – Globe has joined the ‘Working With Cancer’ initiative, coordinated by multinational advertising and public relations agency Publicis Groupe and aims to eliminate the cancer stigma and provide more assistance to employees afflicted by cancer. 

The initiative urges corporate executives to take the lead in eradicating the stigma and uneasiness that cancer patients experience at work and in fostering a supportive environment for those who most need it. This is in line with Globe’s mission to give its workers all-encompassing support and care so they always feel safe and appreciated. 

Globe has committed to a five-point action plan, which includes understanding and implementing policies and programs to support affected employees, raising employee awareness of the commitment, fostering workplace conversations about the disease, tracking progress, and continuously learning and improving support measures. 

Renato Jiao, Globe’s chief human resource officer, emphasised the company’s emphasis on preventive measures, such as yearly physical exams for early detection and preventive care, in order to preserve the health and wellbeing of its workers. Along with launching health education and awareness initiatives, Globe is always looking for new and creative ways to meet the medical requirements of its employees. 

Nearly half of the estimated 9,000 cancer deaths in the Philippines each year are thought to be premature or avoidable, according to the government think tank Philippine Institute for Development Studies in 2023. Additionally, the nation reports about 25,000 new instances of cancer annually. 

Speaking about the initiative, Ernest Cu, Globe president and CEO, said, “Globe is a highly focused entity when it comes to employee welfare. We hope to set an example for the rest of the community in terms of supporting employees in this situation. My hope is that by bringing this issue to the forefront and to public awareness, we’ll be able to raise funding and draw more attention to it.” 

He added, “Aligned with our commitment to Alagang Globe, we promise to handhold our employees throughout their entire journey with us. Our care is a constant presence, and we continuously prioritise their comprehensive well-being and growth, especially their health.” 

Meanwhile, Paolo Borromeo, AC Health president and CEO, stated, “AC Health is deeply honoured to build on our longstanding partnership with Globe, which reflects our shared commitment to elevating healthcare for their employees. Through programs like Working With Cancer, we are dedicated to providing comprehensive care and support to employees facing cancer, ensuring they receive the best possible treatment and assistance throughout their journey.” 

Lastly, Arthur Sadoun, Publicis Groupe CEO, said, “Today you are joining over 1,700 companies all over the world who are committed to build a more inclusive, more supportive workplace for all of those impacted by cancer and their families. I cannot thank you enough for joining us in this journey. We are so proud to have Globe by our side and signing the pledge is just another example of your exemplary company culture, always investing in your people and their well-being.” 

Singapore – Initiative, the Fame and Flow agency within IPG Mediabrands, has announced the appointment of three new senior client-facing roles, with Hatty Wetzki as the regional client business director, Lucy Jacobsen as the group client director, and Sheena Deutscher as senior communications design director. 

In her new role as regional client business director, Wetzki will help in rolling out a global strategy for Nike, building fame and flow across its key markets around APAC. She brings exceptional brand knowledge and expertise to the region for the agency, having joined Initiative after nearly 11 years as marketing director at Nike EMEA. 

Also joining Initiative is Jacobsen, who was previously the APAC lead for the Google Cloud portfolio at EssenceMediacom. As the new group client director, she will utilise her deep knowledge of B2B performance media to lead the Amazon AWS business for Initiative APAC, staying at the very forefront of digital, product, and technology innovation. 

Rounding up the new hires is Deutscher, who is set to join the LEGO client team. She joins Initiative from her previous role as a client-side placement at Chanel through the luxury brand’s agency, PHD. In her new role as senior communications design director, she will apply her global cross-category experience to deliver strategic global priorities and planning excellence to the LEGO brand around APAC. 

The three new Initiative client leadership appointments will be based in their Asia-Pacific RHQ office in Singapore and are effective immediately.

Commenting on the new hires, James Smyllie, president of Initiative APAC, said, “We could not be more delighted to welcome Hatty, Lucy, and Sheena to the Initiative APAC regional team, where they will partner with flagship clients such as Amazon, Nike, and LEGO. These recent appointments are testament to the strength and quality of the client partnerships we build at Initiative and the resonance of the Fame and Flow proposition that continues to attract and retain market-leading brands and exceptional talent.” 

Sydney, Australia – Media agency Initiative has announced that it is bringing back its ‘Marketing Multi’ betting platform, calling for the marketing industry to participate and try to predict the marketing trends around the upcoming Super Bowl. 

Built by Initiative’s cultural analytics department, Marketing Multi crowdsources predictions from industry experts across the world and combines it with generative AI to provide the most eclectic multi-market with odds updating live every day.

From celebrity ad cameos,expensive brand ads, and commercials made entirely by AI, Marketing Multi’s betting options features a series of strong contenders and wild cards to make it interesting. 

In the competition, punters can only bet yes or no on whether an outcome will occur and how many times they predict the outcome occurring. Scoring is based on probability with the final odds from each day added to a punter’s daily score calculation. Whoever has the highest cumulative score earns a highly sought after and super-legitimate official ‘Marketing-Multi Super Bowl Ring’.

For this 2024, the platform has evolved to feature new AI powered ‘match insights’ to guide first time betters. Using historic super bowl advertising trends and live web results, this will enable people to better understand the likelihood of each outcome and choose whether to play it safe or risk it.

Talking about this initiative, Chris Colter, chief strategy & product officer at Initiative, said, “The Super Bowl is the only place in culture where people not only pay attention to the ads, but actively lean into them. As brands open their wallets to take a real punt on leaving a lasting impression, it’s become a cultural litmus test for the trends that matter.”

Meanwhile, Ryan Haeusler, head of communications design at Initiative and architect of the platform, commented, “Every year we’ve looked to not just rerun The Marketing Multi, but evolve the experience. With these new AI powered features, it now offers a more equal playing field for people to participate and add to our already diverse winners list.”

The Marketing Multi is open to all agencies, marketers, media owners, or anyone simply wanting to have a punt and have some fun, with bets closing on February 7, 2024.

Sydney, Australia – Media agency Initiative has announced the promotion of Ryan Haeusler to the newly created role of national head of communications design and Emma Greenhalgh to Sydney head of communications design.

The leadership promotions come as the media agency seeks to elevate its planning offerings for its clients.

Haeusler joined Initiative in 2015 and previously held the position of Sydney head of communications design. In his new role, he brings with him years of experience, including that of spearheading the LEGO account that has been recognised for its quality and innovative media planning in the ANZ marketplace.

Haeusler is also known for his innate ability to lead his team to consistently deliver idea-led, culturally empowered ecosystems that drive effectiveness, which is evident in the projects he has worked on before.

Meanwhile, Greenhalgh, in her appointment, will step in to take Haeusler’s former role as Sydney head of communications design. Prior to her role, she served as the communication design director for IAG.

Greenhalgh strongly advocates for industry causes and has been instrumental in leading planning for NFP “WhatAbility”,  a disability support service that specialises in community service.

Both promotions are effective immediately, and Greenhalgh will be reporting directly to Haeusler. The latter will also report directly to the chief strategy and product officer, Chris Colter.

In these new appointments, Colter shared that he couldn’t be prouder to recognise the talents of two of the agency’s most outstanding team members and expand their remit further across the agency and their clients.

He said, “Ryan and Emma are two fiercely intelligent, collaborative, and creative craft leaders and have been the driving force behind a lot of Initiative’s success and the success of our clients. They have a proven track record in making the impossible possible, in architecting some of the most integrated, innovative, and, most importantly, effective work for our clients, and in designing new planning solutions that keep us on top of our game. I can’t wait to see them create the next era of Initiative.”

Meanwhile, on his promotion, Haeusler said, “I’m thrilled to be extending my remit into the Melbourne and Perth markets and to get access to all the amazing people and clients that come with it. Initiative has always put a major focus on strategic media planning as a craft, so I’m super excited to see what Emma and I can build (and break) to make it even better.”

Greenhalgh also added, “Initiative’s culture encourages high achievers to aim for the top, and I love the fast-paced environment. Ryan’s shoes are big ones to fill, but I am confident I can bring new perspectives to the role and continue to help our clients stay ahead of their competitors via an enhanced comms design offering and thought leadership.”

Singapore – IPG Mediabrands’s media agency Initiative has announced its recent affiliate agreement with IG Square Pakistan for its second new market launch: the Initiative Pakistan office.

The affiliate office aims to expand the agency’s network footprint across 14 different countries in the APAC region including Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, and Thailand.

Speaking about the collaboration, James Smyllie, president at Initiative APAC said, “Initiative has had an exciting 2023, with our launch in New Zealand, and now our affiliate partnership with IG Square, creating Initiative Pakistan.” 

“Initiative’s continued expansion into growth markets is testament to the prevailing success of our unique proposition which is steadily building Fame & Flow for brands across the Asia-Pacific region,” Smyllie added. 

Adnan Shaikh, director and chief operating officer at IG Square Pakistan supported this particular announcement and said, “The extension of our collaboration with IPG Mediabrands by introducing Initiative to Pakistan is a dream come true. Not only does it signify another step towards enlarging IPG’s footprint in this market, but it answers the industry demand for global tools and experience with local knowledge under one single umbrella.”

The Initiative affiliate relationship with IG Square Pakistan is set to take effect immediately upon announcement.