Initiative Expands Its Presence in Pakistan

Initiative, a media agency within IPG Mediabrands, has partnered with IG Square Pakistan (Private) Ltd to open an office in Pakistan.

 The collaboration was formalized at a signing ceremony in Singapore on November 6, 2023, with key representatives from both organizations in attendance.

IG Square, affiliated with IPG Mediabrands and representing “Universal McCann (UM)” and “Initiative” in Pakistan, has quickly become a top media agency within three years. Known for innovative and effective media solutions, IG Square has carved out a strong presence by working with well-known brands and managing their media investments, guided by their philosophy of Imagine-Growth-Globally.

This partnership with Initiative, which supports global brands like Nike, Amazon, and LEGO by creating unique consumer experiences and enhancing brand visibility, aims to further strengthen IG Square’s market position. Initiative is committed to media responsibility, promoting diversity, safety, and sustainability, with the goal of improving both the media company and the industry as a whole.

The new Initiative Pakistan office expands the Initiative agency network to 14 countries across the Asia-Pacific region, including Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, and Thailand.

James Smyllie, President of Initiative APAC, expressed his excitement about this expansion, stating: “Following our launch in New Zealand, we are thrilled to announce our second new market launch in APAC this year with our partnership with IG Square for Initiative Pakistan. This expansion into growing markets reflects the success of our unique approach, which continues to build brand recognition and engagement across the Asia-Pacific region.”

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