Initiative, which currently has a staff of six, has experienced a troubled period since the departure of president Rob Fitzgerald for New York in 2006.
Fitzgerald’s relocation was followed by Unilever’s withdrawal of its US$150 million media business, which it moved to MindShare and Asatsu DK.
Fitzgerald’s relocation was followed by Unilever’s withdrawal of its US$150 million media business, which it moved to MindShare and Asatsu DK.
The blow was compounded by Peugeot Japan’s transfer of its media assignment to Starcom last year, a move which industry sources suggested was sparked by senior management changes.
Prior to its establishment in Japan in 2002, Initiative was represented by Hakuhodo: Lintas, a joint-venture between sister agency Lowe and Partners and Hakuhodo.
