Initiative
Showing 41 - 50 of 112 results
'Surprised it’s taken this long': Ferrier and Wright on Fein, Geer, and Colter defection
"I’m sure they’ll do well. I think at some stage soon, the entire industry will be working for Greeny."
by Alisha Buaya – May 17, 2024
Updated: Melissa Fein, Sam Geer, and Chris Colter leave Initiative for Accenture Song
Coad: "Mel, Sam, and Colts are still very much part of Initiative's team and will be working at their usual high-octane and professional pace over the next few weeks/months."
by Brittney Rigby – May 16, 2024
'ALUMNI was such an ambitious idea': How MasterChef challenges traditional sponsorships
Chris Colter: "We appreciate the costs and the orchestration of an idea of this magnitude are second to none but so was the opportunity."
by Jasper Baumann – May 14, 2024
Kate O'Loughlin: What the Met teaches us about celebrity mega-brands and consumer expectations
From the cost-of-living crisis or the rise of the influencer economy, it’s clear that what audiences want from the Met and brands alike are changing.
by Alisha Buaya, Grace Gollasch and Jasper Baumann – May 14, 2024
Cancer Chicks launches 'FUCC IT' via Initiative IMPACT and MBCS
The platform aims to make its tagline “a cultural catch cry” that empowers young women not to let cancer or illness define their lives.
by Amy Shapiro – Apr 24, 2024
MasterChef and Crown Resorts launch pop-up restaurant, ALUMNI
The restaurant is a collaboration between Initiative, Mediabrands Content Studio, Paramount Brand Studio, and Endemol Shine Australia.
by Jasper Baumann – Apr 24, 2024
Kate O'Loughlin: Jojo Siwa's rebrand proves marketers should commit to the bit
Siwa's rebrand has been littered by PR blunders. Initiative's Kate O'Loughlin explains what marketers can learn from it.
by Alisha Buaya, Grace Gollasch and Jasper Baumann – Apr 18, 2024
Pitching behaviour 'even worse' than State of the Pitch reveals: Industry leaders weigh in
Sam Geer, Anita Zanesco, Nick Hunter, and Eric Faulkner tell Mediaweek whether TrinityP3's State of the Pitch findings match their experience, and "100%" back a local Pitch Positive Pledge.
by Alisha Buaya – Apr 9, 2024
Tourism WA re-appoints WPP's The Brand Agency
Rose Herceg said, "it’s a great honour to sell WA to the world."
by Amy Shapiro – Apr 8, 2024
Specsavers takes AUNZ media account to pitch
Specsavers has worked with Mediabrands' Initiative in Australia since 2016 and with GroupM's EssenceMediacom in New Zealand since 2010.
by Alisha Buaya – Apr 8, 2024
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