Staff Reporters
Apr 2, 2020

Three years into its relaunch, was it worth it for Initiative?

AGENCY REPORT CARD: See Initiative's overall grade and our detailed report breaking down its 2019 performance in terms of leadership, creativity, innovation, business growth, and people/diversity initiatives.

Three years into its relaunch, was it worth it for Initiative?

Initiative believes it transitioned from “comeback kid” to “trailblazer” in 2019, but we see it as more of a rollercoaster year. The agency has suffered from a slowdown in new business since its relaunch in 2017, and this continued into 2019, but it also recorded impressive triple-digit organic growth on its existing client base and diversified its clients into new avenues of growth. Whether purposeful or not, this strategy may transpire as a more sustainable one.

Check out Initiative's Agency Report Card now to see:

  • The agency's overall grade for 2019
     
  • Grades and detailed discussion of performance across five categories:
     
  • Leadership: A qualitative assessment of leadership performance, key regional decisions, management stability and contributions to industry by agency leaders.
  • Creativity: Compelling and effective campaign work, judged qualitatively. Regional and global awards recognition is included, with higher weighting given to wins at major shows. Work demonstrative of high effectiveness for clients is also considered.
  • Innovation: A qualitative assessment of Asia-based initiatives and innovations based on their improvements to the agency, people, clients and industry.
  • Business growth: Assessed by the value of accounts won and lost in 2019, as calculated by the agencies and R3’s New Business League, published in Campaign Asia-Pacific, along with recognition of new project work and organic growth through retained clients. 
  • People and diversity: Agency efforts to attract, retain and develop a high calibre of talent with a commitment to staff diversity and wellbeing are examined qualitatively.
     
  • The grade the agency gave itself, and why
     
  • How the agency performed versus its 2018 scores
     
  • The agency's self-declared areas of specialisation.

The Agency Report Cards are premium content. Not a member? Become one now.

 

Related Articles

Just Published

8 hours ago

Hennessy and NBA give tattered basketball court a ...

INSPIRATION STATION: To mark a new partnership between the two brands, Hong Kong-based artist Taxa was commissioned to produce a large graffiti piece in Tsing Yi Estate.

8 hours ago

Creative Minds: Dentsu’s Anupama Ramaswamy is ...

The national creative director at Dentsu Impact India on her love of Satyajit Ray, working under pressure, and being labelled ‘aggressive’ as a woman in creative.

10 hours ago

Teads launches not-for-profit programme for advertisers

Teads will award NGOs and not-for-profit organisations with free media to advertise their own campaigns as part of a donation programme with advertisers.

10 hours ago

Dove creates a multitasking metaverse experience ...

AD NUT'S RANT OF THE WEEK: Baby Dove's #RealMomsVillage proposes it can be a place where mothers in the Philippines can 'unwind, socialise and be productive all at once'. But do new mothers have time to 'gain incentives' in the metaverse?