Overview

Company Summary

At Initiative there is one, clear approach – media is marketing. This principle is at the heart of everything we do, from big picture strategic ideation to the smallest detailed execution. We understand that media has to deliver marketing outcomes and results, no matter what the challenge. There is no line between effective media and effective marketing. We have developed a clear brand promise. We transform media exchanges into marketing results. We live our name Initiative. Initiative literally means a “fresh approach.” In order to ensure that everyone in our organization understands what this means to their daily lives, we have introduced five core values into our performance evaluation process. In addition, not only do we hire people who understand media and marketing, we ensure that they are people who will embrace these five core values: relentless curiosity: We’re not satisfied until we know why and embrace the uncertainty that lies ahead. We ask why?, creative thinking: We work hard to create a culture where people feel free and encouraged to discuss, challenge and take risks. We ask why not?, working together: We focus on how much we can make it better than whose idea it is because together we can accomplish so much more, flawless execution: We have no tolerance for anything less than the highest best effort and are fully accountable, client results: We get involved personally to understand all the measures of client success with consumers, with stakeholders, and with individual clients themselves.

---

Staff

Total Number of Employees

Office Employees: 0-50
Total US: 500+
Total Worldwide: 500+

Tim Spengler
President, North America
As Chief Activation Officer, Tim leads all Initiative’s North American channel activation efforts, overseeing the unification of all buying departments including national broadcast, local broadcast, print and digital. Tim is also a leading member of the advisory council of Interpublic's MAGNA Global, one of the world's largest broadcast media negotiation units.

The industry has recognized Tim’s activation leadership with recent nominations and awards including the groundbreaking “Running Man” activation for AOL. The Running Man’s integration into baseball’s World Series has been called “one of the industry’s most powerful and seamless brand placements to date.”

Tim is also one of the industry's leading spokespeople. He is ranked among the top five in Advertising Age's annual "Media Talk" survey, which tracks the most-quoted executives in the industry.

Larry Orell
Chief Operating Officer
With his extensive experience in the U.S. market, Larry is a well known figure in the industry and a key member of the Initiative management team. Focused on our operational structure and working closely with Initiative’s division heads and financial teams, his role is to ensure Initiative’s extensive stable of assets, resources and techniques are leveraged effectively throughout all regions.

Larry is a member of the 4As Media Policy Committee, and a former member of the Ad Council Media Committee and the BPA Advisory Board. He has served as a guest speaker at the annual 4As Media Conference, as well as at the MPA's Annual Meeting Training Seminar.

Prior to joining Initiative in 2000, he was the general manager of The Lords Group, a full-service agency.

Greg Walsh
Chief Financial Officer
As Chief Financial Officer, Greg is responsible for overseeing all financial, accounting and treasury processes for Initiative’s North American operation. He has a strong strategic and tactical expertise in finance and operational management, and received his MBA in Finance from Seton Hall University.

He joined The Interpublic Group’s corporate treasury department as an analyst in 1998 after starting his career in banking. One year later, he was brought on board at Initiative from IPG Corporate to assist in the agency’s merger with Western International Media, and placed in charge of moving the entirety of financial back-office functions from Los Angeles to New York.

From 1999-2002, he served as Assistant Treasurer for Initiative Worldwide, overseeing domestic treasury functions and evaluating capital transactions for the firm’s international offices. He was promoted to Finance Director for Initiative’s East Region in 2002, and served in that position until he was elevated to CFO in 2007.

---

Clients and Brands

Client & Brands	Start Date
SC Johnson OFF!, Windex, Scrubbing Bubbles, Ziploc	01-01-2006
Quiznos Subs	01-01-2007
Bayer Corporation Bayer Aspirin, Aleve, RID, Midol, Flinstones, Alka-Seltzer, One-A-Day	01-01-1979
Hyundai/ Kia Motors Hyundai, Kia	01-01-2008
Merck & Company All pharmaceuticals	N/A
Coors Brewing Company Miller, Coors, Keystone	01-01-2004
Dr. Pepper Snapple Group Dr. Pepper, Snapple, 7-Up, Schweppes	01-01-2008
Lionsgate Rambo, SAW, etc.	01-01-2006
Sepracor Lunesta	N/A
The Home Depot The Home Depot	01-01-1993

---

Billings & Revenue

Billing / Revenue Ranges	Number of Clients
Billing > $3M and < $5M	1
Billing < $10M and < $25M	1
Billing < $25M and < $50M	1
Billing > $25M	1

Total Gross Media Placed by this Office

Allocation Percent of Media Placed by this Office
Local Broadcast: 16%
National Broadcast: 41%
Digital: 2%
Print: 37%
Out of Home: 4%

---

Types of Services

Service Offering	Revenue
Media Buying	36
Media Planning	28
Yellow Pages/Directory Advertising	17
Digital/Interactive | E-Commerce Solutions	11
Digital/Interactive | Mobile and Wireless	3
Other	3
Digital/Interactive | Blogging Discussion Forums, Community Building	2

---

Industry Experience

Financial services | insurance
Cosmetics, perfumes & toiletries
Food & Beverage | alcoholic beverages
Travel | tourism
Healthcare | direct to consumer (DTC)
Technology | computer hardware & software
Technology | consumer electronics
Education
Non-profit, associations & public services
Food & Beverage | food
Telecommunications
Financial services | investments
Technology | communications
Apparel & Fashion | apparel
Technology | .com business
Gambling | casinos
Media | publishing
Restaurants
Technology | electronics
Appliances
Healthcare | pharmaceutical
Household Supplies
Healthcare | Hospitals, Healthcare Facilities, Medical Services
Food & Beverage | soft drinks
Gasoline/Petroleum
Automotive | vehicles
Industrial, Manufacturing & chemicals
Travel | hotels & resorts
Government | military & defense
Retail
Apparel & Fashion | footwear
Healthcare | medical products

---