Our Global Brand President Stacy McCarthy DeRiso joined The Current at Advertising Week New York for their “5 Minutes With” series — sharing how Fame & Flow is driving results for our clients, her perspective on the rapidly changing media landscape, and why being named a She Runs It Working Mother of the Year stands out as one of her proudest achievements — both personally and professionally. Watch the full conversation here: https://bit.ly/47Axflu Stephanie Paterik
About us
Initiative unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience, by balancing both what unites people and what makes them different. When brands unite people in culture, they build Fame, and when brands connect individuals to their unique journeys, they build customer Flow. Initiative builds Fame & Flow for brands like Nike, Volvo, Amazon, Constellation Brands, Merck, Anthropic, Paramount, and T-Mobile. Media responsibility is at the forefront of everything we do, whether it’s creating media plans that reflect the diversity of our communities, promote brand safety, and foster sustainability. Our agency celebrates diversity in an inclusive environment where all of our 10,000+ strong talent across 90+ markets feel seen, heard, and valued. Our vision is to create not only a better media company, but also a better media industry, and maybe even a better world.
- Website
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http://www.initiative.com
External link for Initiative
- Industry
- Advertising Services
- Company size
- 5,001-10,000 employees
- Headquarters
- New York, NY
- Type
- Public Company
- Specialties
- Media Services, Communications Planning, Interactive, Digital, Market Research, Consulting, Sports & Entertainment, Cultural Communications, Client Advice, Communications Design, Social, Mobile, Partnerships, Search, Innovation, Analytics, and Branding
Locations
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Primary
Get directions
100 West 33rd
4th Floor
New York, NY 10017, US
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Get directions
100 W 33rd St
New York, NY 10001, US
Employees at Initiative
Updates
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Initiative reposted this
The challenge for marketers isn’t more data. It’s balancing short-term performance metrics with long-term brand building through human ingenuity and smart automation, Stacy McCarthy DeRiso, global brand president at Interpublic Group's Initiative, says in this interview with Beet.TV contributor David Kaplan. Special thanks to our friends at KERV.ai, Samsung Ads, The Trade Desk and Teads for sponsoring the Beet.TV Leadership Summit with IPG Mediabrands at Advertising Week. Visit Beet.TV for this video (https://lnkd.in/eY5rjhtP) and much more! #BeetIPG #AWNY2025
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Thrilled to share that Initiative has retained media duties for NatWest across the UK and Ireland! Congratulations to our integrated Interpublic Group (IPG) team who continue to deliver strategy, creativity, and partnership that drives real results. Here's to many more years of making magic together. 🚀 Read more here: http://bit.ly/3WmxivR Initiative UK
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Congratulations to Initiative Canada and Indigenous Tourism Alberta, the "In Good Spirit" campaign was awarded a win at the OMMA Awards in the Content Marketing: Single Execution category. The OMMA Awards honour the best in Online Media, Marketing and Advertising across 58 categories. Well done to our Canadian team and their amazing partners, Explore Edmonton Corporation, Tourism Calgary, and The Globe and Mail! #OMMAAwards
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💥 Proud moment: Initiative is on top of Campaign's U.S. Media October new business rankings! Thanks to our brilliant teams, clients, and partners whose passion, creativity, and hard work continue to raise the bar. Read more about this incredible news here: http://bit.ly/4q16j6F
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We’re thrilled to share that the “Health Is” campaign for Bupa has won Bronze at the LIA - London International Awards in the Creativity in Media category! 🏆 With only 11% of entries earning this recognition, it’s a true honor. ✨ This work is about more than a campaign—it's about reimagining media itself, pushing boundaries, and setting new industry standards. A huge thank you to Bupa for your trust, partnership, and vision. Read more about the campaign here: http://bit.ly/3IU6YGb Initiative UK Momentum Worldwide
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Global Brand President Stacy McCarthy DeRiso shares her innovative vision with The Media Leader UK: leading Initiative through a pivotal moment in our industry with honesty, empathy, and bold ideas. Read more here: http://bit.ly/4gU3SPe Thank you Jack Benjamin for taking the time to speak with us! #Initiative #Leadership #Media
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Initiative reposted this
Don't let media planning be an afterthought! In his recent article in The Drum, Mark Sytsma, Initiative's Head of Growth Strategy, stresses the importance of integrating audience planning with your core business strategy. He challenges businesses to move audience planning upstream, and highlights how understanding and engaging future customers is crucial for success in the long-term. Explore how AI can accelerate audience exploration and enable smarter media decisions by checking out the full article: https://lnkd.in/e6ZyRJ65 #MediaPlanning
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We are thrilled to be part of the Interpublic team that Bayer has chosen as its global agency partner across creative, production, and media for the Consumer Health Division. We are honored to be responsible for some of the world’s most trusted and well-known brands in self-care — and we can’t wait to get started.
We’re proud to share that Bayer has selected Interpublic as its global partner for media, creative and production across some of the world’s most iconic self-care brands — including Aspirin, Claritin, Bepanthen, Alka-Seltzer and more. This landmark win reflects the strength of the IPG ecosystem and the dedication of our teams. Together with Bayer, we will deliver smarter media, breakthrough creative and agile production to accelerate growth, deepen consumer trust and build meaningful connections worldwide. Read more in Ad Age: https://lnkd.in/edwPSygx
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The LIA - London International Awards are underway, and we're proud to share that our Global CSO, Jonathan Rigby, is one of the esteemed jurors in the Creativity in Media category, part of the judging panel who will select this year's most impactful and inspiring work. Join us in congratulating him on this exciting appointment, and best of luck to all the entrants!
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