Meet the team: A new Initiative

Arvind Hickman
By Arvind Hickman | 17 July 2017
Initiative CEO Mel Fein

This is a free excerpt from AdNews print magazine July edition. You can download a digital version of AdNews and subscribe to the premium print edition here.

Initiative has a new corporate identity, a new vision and a new leadership team. The 'cultural branding' agency says brand building has given way to short−term performance which is affecting business growth.

Two years after Mediabrands' stablemate UM repositioned to become the 'creative connections' agency under fomer CEO Mat Baxter, Initiative has re−emerged as the 'cultural branding' agency.

Baxter is now global CEO of Initiative and the positioning has his fingerprints all over it, although this is a local articulation of a global play.

The idea is to help clients grow with a media strategy that balances short−term performance and longer−term brand building at culturally relevant moments.

It's the latter part that makes this an intriguing proposition for a function often under pressure to deliver overnight success.

Initiative CEO Melissa Fein told AdNews the concept has been well−received by clients, but it isn't a one−size−fits−all approach.

“Sometimes not all of the positioning will fully resonate with clients in its entirety, but a lot of the new structural change does,” Fein says.

“We have to be the partner for a CMO or a marketing director to help ensure they've got a seat at the boardroom table. This enables them to have the conversation around why marketing expenditure and growing brands long−term is important," she adds. 

“When I asked a few people around the market what their perception was of Initiative, they'd say it was 'a safe pair of hands', but it probably didn't stand for something strong enough. I think it’s important when repositioning to live and breathe it. We can’t just put a new lick of paint on the wall and a new colour scheme and say, ‘this is the new us’'."

meet-the-team1.PNG

To read the full article download a digital version or subscribe to the premium print edition here.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Read more about these related brands, agencies and people

comments powered by Disqus