WE ARE
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.
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.
WE
Media purchase
10 billion
rubles
We believe in culture as a quantifiable connector of people, brands and business growth.
We deliver this through a full suite of communications services.
Our
People
Our
partners
Our
Clients
Our
Consumers
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.
INNOVATIVE TOOLS
CONSTANT OPTIMIZATION TO INCREASE ROMI
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
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.
alex karnov
TV Buying Director
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.
tatiana guk
Digital Director
Irina is responsible for operational management and attraction of new business. Irina has over 20 years of experience in the media business. Since 2010, Irina has been working in senior positions in both international and Russian agencies.
"People need people. And so that people understand what people want from them. But this is impossible without respect for each other's needs."
"People need people. And so that people understand what people want from them. But this is impossible without respect for each other's needs."
Irina Lokshina
COO
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