Initiative has been named Media Agency of the Year at the AdNews Agency of the Year Awards.
The IPG agency won the award, presented by PubMatic, at the livestreamed event this afternoon.
CEO Mel Fein: "This award means the world to us … another tough year but the resilience of every individual at Initiative is what makes this type of recognition possible.
"Proud doesn’t even begin to describe how I feel about working with the highest performing group of individuals in the market. Long live the Initiative firebrand!"
Judges said Initiative focused on the importance of its people in another year made challenging by the pandemic.
“What really stood out to the judges was how they let go of $50 million in new business to ‘Ditch the Pitch’ in order to grow,” the judges wrote.
“Culture breeds results and you can see the results and the growth in this submission.”
Initiative said it was able to deliver its “most transformational” year throughout 2020-2021, evolving its people programs, accelerating business growth, launching new diversified services, and creating culture-defining work.
Initiative brought in 12 major brands; Repco, Sukin, Salesforce, Schneider Electric, IAG, Pernod Ricard, Afterpay, Plush, Quest, Spirit Super, City of Perth and Gulf Western Oil.
The finalists for the Media Agency of the Year Awards included Kaimera and OMD Australia.
AdNews would like to thank presenting partner TikTok for Business, and supporting partners Amobee, Disney Advertising Sales, Google, Nova Entertainment, PubMatic, Seven, Sightline and Twitch, plus associate partners Adstream, IVE and TVSquared.
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