“Initiative” Expands Footprint in Pakistan

Initiative, the media agency within IPG Mediabrands, has announced a new collaboration with IG Square Pakistan (Private) Ltd to launch its office in Pakistan.

A signing ceremony took place in Singapore on November 6, 2023, with prominent members from both sides in attendance.

IG Square, affiliated with IPG Mediabrands and representing “Universal McCann (UM)” and “Initiative” in Pakistan, is renowned for delivering innovative and effective media solutions. In just three years, IG Square has become one of the leading media agencies in the industry. By working with some of the most recognizable brands and managing their media investments, the agency has carved out a niche based on its triad of Imagine-Growth-Globally.

Through its partnership with Initiative, which drives business growth for global brands like Nike, Amazon, and LEGO by creating unique consumer experiences and fostering brand recognition and customer flow, IG Square aims to further enhance its market presence. Committed to media responsibility, Initiative promotes diversity, safety, and sustainability, striving to improve not only the media company but the entire industry.

The Initiative Pakistan affiliate office will extend the Initiative agency network’s footprint to 14 countries across the APAC region. This expansion adds to its presence in Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, and Thailand.

James Smyllie, President of Initiative APAC, commented: “Hot on the heels of launching in New Zealand, we are incredibly excited to announce our second Initiative APAC new market launch this year with our official affiliate partnership with IG Square for Initiative Pakistan. Initiative’s continued expansion into growth markets is a testament to the prevailing success of our unique proposition, which is steadily building fame and flow for brands across the Asia-Pacific region.”