Initiative

United States

In 2025, Initiative reclaimed its position at the top of the global media landscape, earning the #1 ranking for both new business wins and retentions (COMvergence). Initiative transformed 2024’s adversity into 2025’s momentum — delivering $2.3 billion in new business globally (including retentions).

Major wins included Volvo ($500M global), Bayer ($720M global consumer healthcare), Paramount+ ($490M), and Anthropic ($250M). Among its key retentions were Merck (3-year global extension), HelloFresh (expanded from 1 to 13 markets), and NatWest. Wins spanned every region, from Australia to Italy to Chile.

Creative output matched business performance: three Media Plan of the Year awards, Silver at Cannes Lions, and breakthrough campaigns for Jordan Brand, Gilead, Intuit, and Dove. Initiative's proprietary Fame & Flow model served as the strategic backbone across pitches and partnerships.

Internally, the agency maintained an 85.7% talent retention rate — well above the industry average — supported by robust leadership development and a culture built around curiosity and ambition.