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Article: Media agency of the year: Initiative; Hurting just three years ago, Initiative completed its turnaround in 2008 with a new-biz boom.(Initiative Media Worldwide)
- Article from:
- Advertising Age
- Article date:
- March 2, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: MICHAEL BUSH
Late last year, Initiative found itself in a position that had become all too familiar. The Interpublic Group-owned media agency, just coming out of a few tough years of client losses and a management overhaul, had the opportunity to pluck a massive piece of business, MillerCoors, from Starcom, an elite shop and perennial media agency of the year.
Going into that pitch, Initiative had already won NFL buying assignments for both the Miller and Coors brands, but there was one thing standing between the agency and a big enchilada of an account that would bring in $400 million in billings: Jackie Woodward, who became the top marketer at ...