Staff Reporters
Feb 10, 2021

How Initiative circled the wagons in 2020

AGENCY REPORT CARD: The Mediabrands agency chose to cut costs and pitch less as it sought to protect jobs. Could it prove its worth to existing clients at the same time?


Mediabrands agency Initiative made some tough choices in 2020, including letting go of APAC president Will Anstee in a cost-cutting move and slowing the pace of pitch participation. None of this was easy for an agency that had high hopes coming into the year. The leadership team believes the approach was not only appropriate but also advantageous for its long-term development.

Did we agree? Our full Agency Report Card on Initiative—including its overall grade plus a detailed analysis and scores for management; innovation; clients and business; creativity; and people and diversity—is available only to Campaign Asia-Pacific members.

Become a member to get access to all 39 of the 2020 Agency Report Cards, plus many additional benefits.

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