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Initiative | Agency Profile, Contacts, AOR, Client Relationships

Service: media buying & planning

Main Telephone (212) 605-7000
Main Fax (212) 605-7200
Primary Address
100 West 33rd Street
Fourth Floor
New York, NY 10001

Initiative Contacts

Contacts (5/99)
Name Title State
Amy A. Chief Executive Officer - US NY
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (212) 605-7000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 100 West 33rd Street
Fourth Floor
New York, NY

Leah M. Global Chief Experience Officer NY
David S. Chief Communications Design Officer NY
Hallie J. Chief Client Officer - US NY
Pele C. Chief Strategy Officer - US NY

Client Relationships

Brand Service From To Media Spend
* ** Media Buying, Media Planning 2017 present ********
******** **** Media Planning 2015 present ******
********** ********* ********, ***. AOR - media buying & planning unknown present *******
*** Media Buying, Media Planning unknown present *
*** ****** Media Buying, Media Planning unknown present ********

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Q2-Q3 Media Opps: IHOP launches new campaign (Score 74)

PancakeWear apparel line. Promoting the brand's French toast, two spots titled "Breakfast Watchers" and "The Nature of Breakfast" will play on TV, digital, social, and social media channels.

Since Kantar reports the brand's top spending periods to be Q2-Q3, reach out soon to secure revenue.

According to iSpot, IHOP has spent over $1.7 million on the spots since their debut on April 2, and the brand targets shows including The Tonight Show Starring Jimmy Fallon, The Late Late Show With James Corden, Primer Impacto, and Good Morning America (see targeting right).

IHOP has a YTD spend of roughly $27.5 million on TV ads, and the brand's total 2017 spend of $74.1 million saw a sizable increase from $69.3 million in 2016.

Pathmatics reports a YTD spend of $37,500 on digital ads, 72% of which have been placed site direct. Top targeted sites include,,,, and The brand spent a total of over $2.9 million in 2017, slightly higher than its total spend of $2.3 million in 2016.

Media buying and planning still seems to be handled by Initiative.