Head of company: Lara Arbid

Initiative is a full-service media and communications agency that unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience. We do this through Fame and Flow. Brand Fame is built through widespread awareness, recognition and interest among a defined audience. Customer Flow is built through engaging and seamless experiences across CX, content and media. When brands unite people in culture, they build Fame; when they connect individuals to unique journeys, they build Flow.

Awarded Great Place To Work® in 2024 and 2025

Tech Partners: Adjust, Kochava, Appsflyer, Zapier, Oracle, Google, Datorama, and Asana.

Services: Media strategy, planning, buying and activation, performance marketing, communications planning, digital and programmatic, media consultation services (data  tech, analytics, commerce, and audience planning), content and influencer marketing

Key Clients: Miral Destinations, Americana, COTY, IFFCO, IKEA, Aljabr Trading Company, Aljabr Finance, Rabbit, Abdul Samad Al Qurashi, SELA, Mayora, Deliveroo, MSD, e&, Aldar Properties, Unilever, BUPA Global, Ajdan Real Estate Development Company

Awards: Dubai Lynx Media Network of the Year 2024, 45 MMA Smarties, 18 MENA Effies, 1 MENA Digital Award, 4 MENA Search Awards, 1 Internationalist  and 1 Festival of Media Global.