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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 (5/135)
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

David S. Chief Communications Design Officer NY
Hallie J. Chief Client Officer - US NY
Pele C. Chief Strategy Officer - US NY
Maureen B. Chief Investment Officer NY

Client Relationships

Brand Service From To Media Spend
* ** Media Buying, Media Planning 2017 present *******
*&* Media Buying, Media Planning 2016 *
********** ********* ********, ***. AOR - media buying & planning unknown present ********
******** digital, media buying & planning unknown present *******
******* media buying & planning unknown present *******

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Millennial Media Opps: Keurig launches new products amid spend increases (Score 77)

Keurig Dr Pepper (KDP) is focused on consumer-centric innovation, so it launched the K-Duo, the K-Cafe and K-Mini. Execs in the Q1 earnings call said these products will be supported with heavy marketing across traditional and digital channels, especially during the key fall home entertaining and gift season.

With that in mind, sellers should reach out to remain top-of-mind for revenue tied to these efforts. Then, reach out for revenue tied to additional product launches. Canada Dry recently launched Diet Ginger Ale & Lemonade and Diet Ginger Ale & Orangeade. Dr Pepper launched limited edition Dr Pepper Dark Berry in conjunction with Spider-Man: Far From Home.

Remember that KDP's planning period is Q3 and its buying period is Q2. It primarily targets millennials, but some brands (e.g., Canada Dry, Clamato and Dr Pepper) have a male skew, while others (e.g., Bai and Keurig) have a female skew.

Spend at the company has been going up, a trend the earnings called confirmed would continue. Expect these increases to focus on the new products and to be led by KDP's slew of new personnel. Please view new personnel here.

Keep in mind, though, the majority of these increases are going to digital and radio in lieu of broadcast, outdoor and print. Please view national TV spend (courtesy of here. Know the company also typically uses influencers/sponsorships, experiential, social media and earned media.

Agency & martech readers -- KDP Deutsch. We have no agencies on file for digital.