Initiative Media, a name that faded briefly from the Canadian media planning scene, is back – this time as the new moniker for Western International Media. The new name also replaces Western Initiative Media, a joint venture formed last year to handle the Kellogg business.
The old Initiative Media, the media management division of MacLaren McCann, changed its name in February to M2 Universal to reflect its ties with Universal McCann, the worldwide media management brand of Interpublic Group’s McCann network.
Western International Media’s switch to Initiative Media Toronto is meant to clarify the international ownership lines of the Canadian company, which is part of Interpublic Group’s Initiative Media Worldwide network.
Initiative Media Toronto is headed by Amanda Ploughman, senior vice-president and managing director.
