Initiative
Company Info
Award-Winning Talent 2025
The Work
Dove Men enlists Raptors mascot to explore whole-body deodorant trend
Intuit looks to strengthen alliance with small business at 4-Nations Face-Off
Hellmann’s casts wider audience net by ditching vegan label
Air Canada holiday spot champions gender equality in sport and aviation
In the News
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Unilever’s Liquid I.V. expands its presence in Canada with new flavour
Unilever brand Liquid I.V. aims to increase its offering in Canada with the launch of a new hydration-boosting electrolyte drink ...
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A deeper look at the 2024 Media Agency of the Year winners
For the next few days, we will be rolling out profiles of this year’s Agency of the Year winners. Check ...
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2024 AOY: How Initiative is investing in its greatest asset
This story was originally published in the Fall issue of Strategy Magazine A midst the rapid proliferation of AI, Initiative is ...
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OCS activation calls untested illegal cannabis a “buzzkill”
On the sixth anniversary of cannabis legalization in Canada, an Ontario Cannabis Store (OCS) and Alcohol and Gaming Commission of ...
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How Petro-Canada is inspiring snack loyalty
The points program is working with influencer chef Laurent Dagenais to create snack mash-ups.
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RBC’s latest campaign highlights story of temporary foreign workers
The creative is the latest iteration of the "New Can Feel Like Home" platform.
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How do you cut through loyalty fatigue?
Avion's answer lies in a mass campaign that doesn't skimp on highlighting its rewards.
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CBC tells audience to “Get Curious” in latest update of brand refresh
The campaign is part of the broadcaster's "It's a Canada Thing" platform.
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Destination Ontario wants Americans to fall for the province
The tourism agency launches its first major campaign since the pandemic.
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Marketing for good
Initiative downplays algorithms and embarks on the great media rebalance.
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Canada Goose talks to its next generation of customers about sustainability
The apparel brand brings young activists together in its latest "Humanature" effort.
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Wendy’s entices rewards seekers with free food
A campaign promoting the QSR's new loyalty program is leaning heavily into value and earning opportunities.
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Reinventing the rules of media
Initiative's new ventures lean into gaming and seek stickier experiences.
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How does Wendy’s plan to win the breakfast wars?
From the C-Suite newsletter: The QSR gives us the skinny on how it plans to disrupt the category.
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Canada Goose wants another bounce from its NBA teamup
The retailer ties another new collection into the self-expression message it has promoted alongside the partnership.
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The Big Quit
How marketers and advertisers are combatting turnover by reimagining the future of work.
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2021 Media AOY Gold: Initiative weaves its own Storyline
While the media agency works to identify exposure opportunities for brands, its new content division aims to create relevance.
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Rethink makes a (first-ever) clean sweep at AOY
The shop won in Agency, Digital and Design, while 123W, NFA and Initiative took top honours in Small, PR and Media.
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Eight lessons on how to work for change
Initiative's Ishma Alexander-Huet has spent two months sharing what she has learned about making the industry more equitable.
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The A-List: Initiative
Doubling down on innovation and creating cultural velocity
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The Agency A List: Initiative
When media is the message
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2019 Agency of the Year: Media
Dig into the profiles behind the winning agencies and their investment strategies.
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2019 Media AOY Gold: Initiative flips the script
How the shop is rejecting traditional adversarial relationships with media companies to create more collaborative programs.
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Rethink is the 2019 Agency of the Year
The agency also won a Gold in Design and Silver in Digital, a category where FCB continued its winning streak.
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Who is in the running for 2019 Media Agency of the Year?
The next shortlist for this year's gala covers shops that were tops in buying and planning.
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Cannes 2019: Two Media Lion wins for Canada
FCB/Six and Initiative win Silver for "Go Back to Africa," while Ogilvy and Mindshare get Bronze for Hellmann's "Real Food Rescue."
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The Agency A List: Initiative
The transforming Toronto agency is growing brands through culture
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Up to the Minute: LP/AD gets a new partner
Plus, Chimera becomes PR AOR for K-Swiss and Prospectus expands creative with Neptune Blue acquisition.
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AToMiC 2019: The brand (content) bandwagon
Check out award-winning work from Lg2, Cossette, Rethink, DDB, Initiative, Zulu Alpha Kilo and Bensimon Byrne / Narrative / OneMethod
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AToMiC 2019: Innovate to integrate
Cossette and Initiative found creative ways to get the word out about SickKids and Wendy's.
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Travel Alberta names new agencies
C&B Advertising, Initiative, Isobar and Cardinal Path will help the organization turn the province into a "destination brand."
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Up to the Minute: Oasis names new VP creative
Plus, NKPR wins Beck Taxi assignment, Google unveils machine learning ad tool, and more news you may have missed.
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Dairy Farmers gets cheesy to sell milk
A new campaign pokes fun at over-the-top retro beer advertising to get guys pouring a tall cold one.
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CASSIES Silver: Tangerine bears the fruits of branding success
To break through the clutter, the challenger bank unveiled its new identity, gaining awareness and clientele.
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A third of Canadian millennials find brands annoying
What's more, only 26% consider brands an important part of their lives.
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ING introduces an unbelievable service
The bank is launching its Cheque-in service with a multiplatform campaign that features a cast of mythical creatures.
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ING encourages big savings
The bank has launched a new experiential and OOH campaign to show how saving on everyday items can pay off in the long run.
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Kobo shows off its passion
The e-reader company has kicked off "Reader's Passion," a global branding campaign with a heavy investment in TV.
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ING Direct forms an alliance
To attract new clients, the bank launched a campaign that leverages RBC's recent decision to shut down Ally Financial accounts.
