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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 (5/94)
Name Title State
Leah M. Global Chief Experience Officer 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

Maureen B. Chief Investment Officer NY
Amy A. Chief Executive Officer - US NY
Mat B. Global Chief Executive Officer 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 & planning unknown present ********
*** Media Buying, Media Planning unknown present *

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Momvertising Media Opps: Lego moves global media account, US digital creative review continues? (Score 90)

This news is in the trades with quotes from Lego CMO Julia Goldin talking up the new relationship, meaning the agency transition likely already occurred a few weeks ago. Thus, forget about pinging Starcom (unless you think they'll forward you to new agency contacts) and start building relationships with Initiative staff, who may already be handling Q4 budgets.

The US is Lego's biggest market and Q4 is their top advertising period, so get on it, though you'll likely have better luck going after Q3, Lego's secondary advertising period, according to Kantar Media. Initiative with work with IPG sibling

Further, remember that Lego's traditional and digital outlays have been way up this year, a trend that will likely continue to

And, since last November, almost $28 million has garnered 2.6 billion impressions compared to $15.7 million for 2.3 billion impressions a year earlier. Kid and mom-focused sites are still being targeted the most (more details Pathmatics reports. 

Agencies - there's no word yet on which agency picked up US digital creative, which also went into review this summer. We also haven't heard anything about traditional creative, so keep pitching for that work. We'll keep you posted as we learn more.