Alex Brownsell
Jun 20, 2018

Initiative's Mat Baxter: Accenture should beware the 'pain' of media planning and buying

Initiative's global chief executive Mat Baxter on the agency's fightback in 2017, why he welcomes competition from the consultancies, and a crucial 12 months for the UK business.

Initiative global chief executive Mat Baxter

On a sweltering day at Cannes Lions 2018, and as the initial spring in attendees’ steps down the Croisette fade to a weary trudge, Initiative’s Mat Baxter pictured is in buoyant mood.

He has every right to be. Since taking over as global chief executive of the IPG Mediabrands network in mid-2016, the Australian has transformed an anaemic agency brand into a new business force to be reckoned with, winning global business from Carlsberg, Lego...

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