How Initiative thinks about maximizing brands' ad dollars

Still fresh off the news of Omnicom and IPG merging, all the agencies that work within the holding companies are plugging along. IPG’s Initiative is one of those agencies. It counts Amazon, Nike, Unilever and Nintendo among the brands it serves.
Initiative U.S. CEO Stacy DeRiso joined The Current Report at CES to talk about retail media networks' emergence at the conference, maximizing clients' dollars and the agency's approach to awareness and performance called fame and flow.
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To read the full stories included in this episode:
Beyond the gadgets, ad tech and AI are center stage at CES 2025: bit.ly/4j6Wdxz
Comcast to launch Universal Ads in bid to win smaller advertisers over from tech: bit.ly/3C6CVrB
Disney Brings New Biddable Ad Capabilities to Live Sports and Entertainment: bit.ly/42bcOKC
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The Current Report is our weekly news roundup of what’s happening in the world of digital media. We headline topical stories every edition - everything from connected TV to retail media networks to new initiatives around identity - offering our fresh take on why it's relevant for the marketing community. Subscribe: bit.ly/45HIaXH
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Each week, The Current gives you the most critical innovations in advertising that are happening on the open internet - identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing - all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place: bit.ly/3SAM0wR