Initiative urges industry to ‘put their money where their mouth is’ with Super Bowl ad predictor

IPG Mediabrands agency, Initiative has launched a new tool to get the industry involved in predicting this year’s Super Bowl ads, in the inaugural Marketing Multi.

The Marketing Multi allows individuals to “put their money where their mouth is”, putting their prediction skills to the test (for bragging rights, rather than actual money), and do what has not been done before, holding people accountable for their hot takes.

The agency said that the yearly event “captures the cultural zeitgeist and set new benchmarks in creativity” as the world’s biggest advertising stage, however with that comes a wave of industry predictions and commentary.

Initiative chief strategy officer, Chris Colter said that the Super Bowl remains “truly unique” as a moment in time “where marketers collectively bet big on creativity”.

“So instead of sharing prediction articles, Top 5’s or Super Bowl Bingo cards, this year we wanted to push it a bit further and have some real fun with it.”

Initiative’s Chris Colter

Built entirely by Initiative’s Cultural Analytics department, crowdsourced from experts globally, the platform hosts 50 markets that ‘punters’ can predict in, with live odds updating every day.

“From “Ryan Reynolds crashing an ad”, “Last minute Tom Brady Retirement Respect Spot” to “Two Chainz talking about Block Chain” the markets feature a series of strong possibilities, dark horses and wild species to make it interesting”, said the agency.

The platform and competition is not played for cash, but whoever comes away with the “highest performing multi” claims bragging rights across the industry. It is open to all agencies, marketers, media owners and beyond, with no limitation on individual entries.

Whilst entrants are not playing for cash, there are industry bragging rights for the whoever has the highest performing multi. There is no limit to how many entries an individual can make, open to all agencies, marketers, media owners, or anyone wanting to have a punt.

“What makes this platform great, is that it’s essentially calculating the perceived probability of each outcome through odds, based on everyone’s bets,” said Ryan Haeusler, head of communications design at Initiative Sydney. “It’s not based on subjectivity or fake ‘big data’ but real human prediction. I cannot wait to see how well the Aussie market knows the US.”

The markets are live now at 

The Super Bowl will be broadcast on Channel 7 next Monday from 9:30am.

Initiative was named Mumbrella’s 2021 Media Agency of the Year. In December, former Omnicom Media Group executive Erin Jakubans was named chief people officer at Initiative, replacing Scott Laird who joined WPP’s GroupM.


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