‘It’s fair to say our model may have been confusing’: Initiative relaunches with new positioning
After a series of management changes and signalling it was working on a relaunch, IPG Mediabrands’ media agency Initiative has unveiled its new positioning in market, focused on ‘cultural branding’.
Speaking at a media briefing yesterday, Danny Bass, CEO of IPG Mediabrands, said the relaunch would make Initiative’s offering less confusing for clients and media partners, and the company’s leadership positions would be focused in the areas of client service management, strategy, communications design and partnerships.
Jeez, I’m even more confused after reading all of that!!!
A show about nothing
What a load of utter nonsense – Now “we should be thinking of media as an access point into culture”……
And they said all this with a straight face? Impressive!
Sorry. Still makes zero sense.
Just say: “we buy ads better than if you tried yourself”
Perhaps the most confusing and pointless rebrand I’ve ever heard.
Wha?
In one sentence they are doing what?
Media as an access point to culture? FFS gimme a break. You buy space.
Hey, 2007 called and they want their ‘eyeballs’ back.
I bet they put together a mean brand strat powerpoint…
That’s NumberWang!
One question is: is it more or less meaningful than the DDB reposition announced in the same week?
https://mumbrella.com.au/people-highly-unreasonable-ddb-unveils-new-business-plan-445723
Sounds to me like another example of a media agency pretending to be something that they’re not whilst at the same time attempting to make themselves sound “cutting edge”. What a load of old tosh from a way too top-heavy agency that is trying its best to differentiate itself from UM. Fail.
A year or two from now they will still be an agency of 30 odd people and by then will no doubt have a whole new “leadership team” that will have to start the cycle all over again.
“When working with our media partners, and when we talk through this with media partners, we are talking to them as cultural practitioners”…these guys have officially disappeared up their own asr@holes