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»Initiative

Initiative CEO Mat Baxter Fights To Make Agencies More Sustainable

As the industry evolves, media agencies are no longer set up to work with their clients in a financially viable way. In reviews, client procurement departments still evaluate their agencies against historical cost benchmarks, such as commissions or number of full-time employees (FTE) charged by its previous agency. But that often precludes the agency from... Continue reading »
by Alison Weissbrot // April 30th, 2019 //
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At 4A’s Decisions 2020, Agencies Struggle With Inertia

Big agencies’ inability to quickly change their legacy structures has eroded their value to clients. “We are too passive,” said Nick Brien, CEO of Dentsu Aegis Network in North America, on stage at the 4A’s Decisions 2020 conference in Washington, DC on Monday. “We are slow to change. We’re too incremental. We have legacy structures... Continue reading »
by Alison Weissbrot // March 26th, 2019 //
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The Benefits Of Audience Targeting On Linear Are Still Unproven, TV Buyers Say

  TV buying is becoming more data-driven, even on the linear side. But buyers and sellers are questioning whether audience targeting works on the medium. “’Should TV be bought on an audience basis?’ is still an outstanding question,” Donna Speciale, president of ad sales at Turner, said Wednesday at AdExchanger’s Industry Preview conference in New... Continue reading »
by Alison Weissbrot // January 19th, 2017 //
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IPG’s Initiative Hires Creative Talent To Win Pitchapalooza

The ongoing media reviews have created inroads for agencies to use creative, informed by data, as a strategy to win new business. In a bid to take advantage of this growing opportunity, Initiative, the IPG Mediabrands-owned agency, hired Nick Childs as its first-ever global chief creative officer on Sept. 1. “As a lot of media... Continue reading »
by Liz Rowley // September 9th, 2015 //
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Cannes Postscript: Marketing At The Crossroads Of Data And Creativity

The ad sector's creative apparatus has a good deal of work cut out before it wraps its head around data to the extent media and digital agencies have. But to hear some tell it, analytics - or "insights" as many prefer - has begun to permeate campaign ideation. In Cannes last week, AdExchanger talked with... Continue reading »
by Zach Rodgers // June 27th, 2012 //
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Cannes Q&A: Initiative North America CEO Nick Pahade

Nick Pahade is a veteran of digital agencies and ad startups, having founded or led Beyond Interactive, Denuo (Publicis), GSI Commerce, and Traffiq. Two months ago, he was named North America CEO for global media planner Initiative, which is owned by Interpublic Group. This week at the Cannes Lions ad festival, he spoke with AdExchanger... Continue reading »
by Zach Rodgers // June 21st, 2012 //
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Frontiers in Attribution Modeling; Questions for Initiative EVP Bret Leece

Bret Leece knows analytics. He got his start in 1995 creating econometric time series models to track and predict Sprint’s call center activity, before moving on to CRM and database marketing roles including at MarketShare. Currently Initiative’s EVP of performance analytics, he has a long view of where advertising performance has been and where it’s... Continue reading »
by AdExchanger // May 22nd, 2012 //
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