Initiative | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
- Main Telephone
- (212) 605-7000
- Main Fax
- (212) 605-7200
|Amy A.||Chief Executive Officer - US||NY|
Sample of Associated Brands
|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|
|* **||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.