A global communications agency built to grow brands through
Our approach to media is underpinned by a simple reality – advertising avoidance behaviours will continue to accelerate as new platforms and technologies emerge. This will result in the continued deterioration of paid media effectiveness over time as brands struggle with the pace they need to stay relevant.

We believe that the speed at which a brand interprets – and responds to – cultural data signals to improve its relevance with consumers is the key to success.

We call this Cultural Velocity™.

What hasn’t changed in this fresh approach is our promise to deliver transformative business results. We do this by interrogating data and customer insights, stewarding your investments to drive efficiencies and savings with the utmost transparency.
Media purchase
10 billion
We believe in culture as a quantifiable connector of people, brands and business growth.
We deliver this through a full suite of communications services.
The four i’s in Initiative represent our four key stakeholders – our people, our clients, our partners and our consumers. We value these relationships above all else, and our promises to these groups are unwavering.
Unified multi-channel scheduling system for cross-channel optimization and creative performance evaluation
Unique technological platform for efficient procurement planning
Unified planning ecosystem | Cross-channel optimization | Frequency and flying efficiency | Wearout of creative materials

Source on Shopping, Behavior and Media Consumption | Machine learning provides an optimal media split | Real-time purchasing and optimization | Online dashboard with statistics and business results

egor bormusov
Egor became Managing Director of Initiative in January 2020. He has been working successfully at Initiative since 2013 and developed to the position of Media Director. With the active participation of Egor a strong effective team was built and many bright and successful projects for the agency’s clients were implemented. Egor focuses on developing existing Initiative businesses, new business and strengthening agency product and client service.
TV Buying Director
alex karnov
Since 2001, Alexey has worked his way up at Initiative from Bayer to Head of TV Purchasing Department. Alexey's key task is to improve the efficiency of TV purchases to fulfill client tasks while maximizing the use of existing and creating new market opportunities.
Digital Director
tatiana guk
Tatiana joined the Initiative team in 2019 as a Digital Director. The main area of her tasks is the development of the agency business in Digital Media. In addition to working with current clients, Tatiana is engaged in the development of the agency's digital expertise and management of new business projects.
alexandr kobets
Alexander joined the Initiative team in 2020 and is responsible for operational finance, budgeting, cash flow forecasting and working capital management. Alexandria is an experienced financier working in the industry since 2012. Prior to joining the Initiative, he headed the budgeting, analytics and management reporting department of ADV, and headed the financial department of the Havas Village group of agencies.
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