Initiative

Based in New York City, Initiative is a media and marketing company that plans and manages brand campaigns. Its services begin with identifying growth audiences and cultural moments across the consumer journey, then coordinating audiences, channels, platforms, and agency partners in integrated media plans. The company shapes brand stories and runs biddable media campaigns through its trading and partnerships teams. It also designs e-commerce experiences intended to reduce friction and support customer engagement and conversion. Research, data, and analytics inform audience and investment decisions, while marketing operations support day-to-day campaign execution. Initiative describes its approach as building brand Fame through broad awareness and customer Flow through connected experiences across media, content, and customer interactions.