Initiative strengthens its competitive edge with new brand positioning, Fame & Flow

Unprecedented showing reflects media agency’s extraordinary growth in 2022

Bassem Massoud, Initiative’s MENAT CEO

Initiative, a global marketing and media company with offices in more than 90 countries, has been named Adweek Global Media Agency of the Year and landed on Ad Age’s prestigious A-List as Media Agency of the Year.

This recognition by two of the industry’s leading trade publications reflects Initiative’s extraordinary success in 2022, including being named Global Agency of Record by Nike and Amazon Web Services (AWS). Initiative topped COMvergence’s global ranking of media agencies for estimated billings including new business and retained business (Nov 2022 report).

“It’s a rare feat in our industry for an agency to earn both these honors in the same year,” said Initiative Global CEO Dimitri Maex. “These accolades are a resounding testament to the collective power of our people, our culture, our clients, and our new proposition. Fame & Flow enables us to continue to grow some of the world’s most culturally relevant, performance-driven brands including Nike, Amazon, Merck, Liberty Mutual, and T-Mobile.”

Fame & Flow is the new brand positioning and proposition for Initiative, representing a natural evolution from our previous proposition, Cultural Velocity. This new proposition was introduced to ensure Initiative continues to operate at the top of its game, strengthening its competitive edge, consistently improving its service offerings for its amazing roster of clients, and to continue to attract the world’s top brands and the best talent in our industry.

Fame & Flow maximizes the drivers of brand Fame — cultural resonance, social diffusion, and fandom — and links them to the critical drivers of customer Flow — frictionless experiences, connected commerce, and personalization.

“2022 was a banner year for Initiative in the MENAT region as well, where we started reaping the benefits of the transformation journey we unleashed in 2021, the heavy focus on attracting the best talents, coupled with cascading the Global product and tools to our region has resulted in a staggering 67 new business wins, with iconic brands like Amazon, Miral Destinations, and Miral Experiences, Prime Video, Nike, Merck, Landmark Group to name a few. We are excited about activating Fame & Flow in our culturally rich region to generate deeper consumer connections and drive business growth for our client partners” said Initiative’s MENAT CEO, Bassem Massoud.

Initiative 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, by balancing both what unites people and what makes them different. When brands unite people in culture, they build Fame, and when brands connect individuals to their unique journeys, they build customer Flow. Initiative builds Fame & Flow for brands like Nike, Amazon, Merck and LEGO.

Media responsibility is at the forefront of everything we do, whether it’s creating media plans that reflect the diversity of our communities, promote brand safety, and foster sustainability. Our agency celebrates diversity in an inclusive environment where all of our 6,000+ strong talent across 90+ markets feel seen, heard, and valued. Our vision is to create not only a better media company, but also a better media industry, and maybe even a better world.