Initiative, the dynamic media agency under IPG Mediabrands, has proudly unveiled its latest endeavor in Pakistan through a strategic collaboration with IG Square Pakistan (Private) Ltd.
The official signing ceremony, held on November 6th, 2023, in Singapore, marked the commencement of this promising partnership, drawing the participation of esteemed representatives from both sides.
IG Square, an affiliate of IPG Mediabrands and the local steward of renowned entities such as “Universal McCann (UM)” and “Initiative” in Pakistan, has swiftly risen to prominence within the media landscape. With a commitment to delivering inventive and impactful media solutions, IG Square has solidified its position as a premier agency in just three years. Boasting a portfolio of esteemed clientele and a reputation for innovative strategies centered around its core values of Imagine-Growth-Globally, IG Square has carved a distinct niche for itself.
Teaming up with Initiative, renowned for its prowess in driving business growth for global giants like Nike, Amazon, and LEGO through tailored consumer experiences and amplifying brand recognition and engagement, IG Square aims to fortify its foothold in the market. Embracing the ethos of media responsibility, Initiative champions diversity, safety, and sustainability, aspiring to elevate not only its own operations but also the industry at large.
The establishment of Initiative’s Pakistan affiliate office extends the agency’s network footprint to encompass 14 diverse countries across the APAC region. This expansion supplements Initiative’s existing presence in Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, and Thailand, underscoring its commitment to regional growth and innovation.
James Smyllie, President of Initiative APAC, expressed his enthusiasm, stating: “Following our recent launch in New Zealand, we are thrilled to announce our second Initiative APAC market entry this year through our esteemed affiliate partnership with IG Square for Initiative Pakistan. This expansion underscores the ongoing success of our distinctive approach, which continues to elevate brands’ fame and impact throughout the Asia-Pacific region.”