Rich insights - Trusted partners

Our In Touch positioning sets us apart. The fusion of our proven ability to turn data into rich consumer insights, combined with our deep understanding of our clients’ businesses and their evolving needs, is a potent combination. This complementary union of Science and Service results in powerful solutions that help build your brands and business partnerships built on trust and respect.



We believe innovation and ideas need to be grounded in fact.

It is the combination of technology, tools and the way we work that turns marketing complexity into simple, compelling strategies.

This approach is ingrained in our DNA.



We believe we are in the people and relationships business.

People matter.

Our business is built upon truly collaborative partnerships where we challenge, provoke and are brave in tackling your business issues with you.

Science and Service

Science and Service


Initiative was the first standalone media agency in Australia and has offices in Sydney, Melbourne and Perth. Initiative is a global communications network employing more than 2500 talented professionals, working in 90 offices across 75 markets worldwide. Globally, Initiative is part of IPG Mediabrands.

IPG Mediabrands


Solving your business problems

The strength and depth of our offer is second to none in the marketplace today. We develop multi-discipline campaigns built from a deep understanding of the audience and optimised via market leading analytics. This ensures that our ideas are not just well founded, but they keep performing over time.

Connections Panel

Proprietary Connections Panels provide access to 250,000+ consumers in over 50 countries and the national Australian panel of 5,000.


Bespoke response reporting tool which is used to monitor any kind of consumer response from Tweets to Page views, through to Sales.


Matrix prioritizes communications goals, links them to touch points, optimizes the communications mix, and creates an integrated plan across time.

Brand Pulse

Ongoing consumer tracking, targeted to buyers and intenders in a client’s category, measuring brand, advertising and channel impact.

Real lives

Our quantitative consumer research tool used to identify surprising and actionable insights

Real World

Our qualitative approach to behaving like a consumer and getting out to explore the world through the consumers eyes.

Content Creation

The development of brand inspired content and its syndication and distribution, sponsorship leverage and the creation of brand activations to deliver consumer engagement.

Offline media

Understanding the role that media channels play in integrated campaigns married with our deep relationships enables us to build partnerships and create compelling cross platform campaigns.


Creating mobile ideas that accelerate results deepen customer relationships and build brand value.Our capabilities include mobile strategy, campaign design and execution, coupons, NFC, mobile sites, mobile ads and app development.


Understanding the role of Social Media within both organisations as well as individual campaigns is where we start with our Social Strategy and this is backed up by our capabilities in social management and ongoing optimisation.

Digital Performance

Through our Mediabrands partner Cadreon we executes online trading that drives superior performance across 4 million Australian and overseas websites. Cadreon applies sophisticated datasets and links in with multiple DSPs, to deliver low CPAs and constantly improve cost efficiencies.


Together we create

Explore some of our recent work built through great collaboration between Initiative, our clients, partner agencies and media.


Meaningful partnerships

We have longstanding partnerships across our client portfolio and we are recognised for our client retention record.
Our clients span multiple industry sectors.


our team is our agency

Initiative is currently independently ranked #1 for Staff Happiness and #1 for Culture. Our team makes Initiative what it is. We care about creating an environment our people want to work in and we care about how happy our team is. We constantly seek feedback on how we are tracking and what more we can do to retain our great place to work status.

Meet the team who lead our agency


Chief Operating Officer

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MD Melbourne

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MD Perth

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Chief Strategy Officer

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MD Sydney

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Initiative thrives on a culture of great work created by passionate people working as one team. We are a vibrant agency that places equal emphasis on a rigorous strategic approach and unrivalled client service.

We are part of the IPG Mediabrands network and in Australia we are the fastest growing full-service marketing communications group designed for the new era of consumer and brand engagement. Our vision is a bold and future facing one. We have chosen to take a path that leads to more effective and personalised communications to drive success for our clients and therefore ourselves. In 2013, we won the most coveted industry award in Australia – the MFA Grand Prix. And the latest Media i industry survey ranked the Initiative network as #1 for workplace culture and #1 for happiest people. Considering the challenging and competitive marketplace we operate in, we are very proud of this recognition. The strength of Initiative lies not only in the high quality of our relationships with clients and partners, but the ability to grow new, long-lasting partnerships.


Interested in working with us? Here’s what you can look forward to:

Training and development

  • We are currently the industry’s number one agency for our training, culture and staff happiness – as measured by Media i industry surveys across 2013.
  • We run a programme called ‘Train the Trainers’, ensuring knowledge can cascade down effectively and training volumes are accelerated.
  • All our leaders have been engaged in multi-session leadership programmes to aid their development.
  • Our training investment averaged over $4,000 per person in 2013.

Happy people

  • All new employees receive a bespoke welcome hand book, as we take first impressions seriously.
  • Our Personal Development Programme is mandatory for every employee, set annually with formal quarterly check-ins and more regular informal check-ins because we find the richness comes from this combined approach.
  • The consequence of our support and training is our people retention rate, which proudly sits at 87% – higher than the 70% MFA industry average.

A great place to work

Below are some of things we do to ensure our people are happy:

  • A free Gym
  • Summer Fridays (4pm finish)
  • Regular company outings
  • Social area and games (table tennis / pool / foosball)
  • Free breakfast for all employees
  • Monthly social events

And it’s not all about free stuff – we also provide:

  • Bi-annual pay reviews
  • Superannuation Fund with favourable group rates (at discretion of employee to join)
  • Yearly Flu shots
  • Flexible working hours


A unified network of businesses, all working for our clients and each other, we put our success and performance down to our network’s collaborative and passionate culture, shared vision and our inherent set of behaviours.







100 Chalmers Street
Surry Hills NSW 2010

02 8373 2200



Marcelle Gomez
Managing Director

100 Chalmers Street
Surry Hills NSW 2010

02 8586 2026



Stephen Fisher
Managing Director

Level 9, 15 William Street
Melbourne VIC 3000

03 8888 2900



Clive Bingwa
Managing Director

344 Hay Street
Subiaco WA 6008

08 6282 4729


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