Initiative launches new positioning

Newsroom 31/05/2017 | 10:53

Initiative, part of the IPG Mediabrands group, launches a new agency positioning adapted to the changes of the global media industry. Therefore, the Initiative network will concentrate on creating cultural branding around the brands in the portfolio, in order to help the clients differentiate on the markets they are present on.

„The brand advertising that the media agencies used to concentrate on in the past is no longer sufficient for the clients’ objectives, therefore the passing towards the cultural branding is a necessary and natural change especially for a dynamic media agency such as Initiative”, added Alexandra Olteanu, managing director, Initiative Romania.

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