Initiative carried out such a radical global overhaul of its profile and working practices at the start of 2017 that its senior team presents it as an entirely new agency, aged now just “11 months old”. The pivot, the vision of global CEO Mat Baxter, sprang from an urgent need to redefine Initiative to stand for something both internally and externally, culture’ being the theme it landed on.
Implementing this shift turned the agency...
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