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: 1) Relentless curiosity: We’re not satisfied until we know why and embrace the uncertainty that lies ahead. We ask why? 2) 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? 3) 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. 4) Flawless execution: We have no tolerance for anything less than the highest best effort and are fully accountable. 5) Client results: We get involved personally to understand all the measures of client success with consumers, with stakeholders, and with individual clients themselves.

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Staff

Total Number of Employees

Office Employees: 201-500
Total US: 500+
Total Worldwide: 500+

Tim Spengler
President, North America
Tim was named President of Initiative USA on March 1st. In his new role, Tim is responsible for overseeing the company’s U.S. operations, with an emphasis on developing media, marketing and digital capabilities. He is also part of the Initiative Worldwide leadership team, reporting to Worldwide CEO Richard Beaven. Additionally, MAGNA, the media intelligence and negotiating arm of Interpublic Group, reports to Tim and the President of sister IPG agency Universal McCann.

He previously served as Chief Activation Officer for Initiative North America, overseeing all channel activation efforts and the unification of all buying departments including national broadcast, local broadcast, print and online. Prior to that role, Tim was Executive Vice President, Director of National Broadcast, managing the operations of Initiative's network department.

Under his visionary leadership, Tim led the agency’s restructuring into a single consolidated activation unit, which has been a key catalyst in transforming Initiative into a media, marketing and digital force.

Tim has directed numerous breakthrough media executions for clients, most notably AOL’s “Running Man” activation, bringing the company’s ubiquitous brand icon to life in many high profile entertainment and sports properties; and The Home Depot’s exclusive marketing agreement with “Trading Spaces” on TLC, widely recognized as the model for future cross platform partnerships between brands and content.

Tim’s long list of retail client experience includes The Home Depot, Albertsons, Big!Lots, Victoria’s Secret, Jewel-Osco and many others.

Larry Orell
Chief Operating Officer, North America
As Chief Operating Officer, North America, Larry is directly responsible for the management of Initiative’s North American operations. Larry works closely with Initiative’s division heads and financial team to ensure that Initiative’s stable of resources and techniques are leveraged effectively throughout all regions. He is also responsible for the finance, accounting, human resources, information technology, real estate and organizational dynamics for all offices in the U.S. and Canada.

Larry joined Initiative in 2000 and is an industry expert with over 25 years of experience. He began his career at Grey Advertising and was quickly promoted to assistant group head, managing over 20 planning professionals serving Procter & Gamble. In 1983, Larry joined Lord Geller Federico and Einstein where he gained extensive technological experience, including playing a central role in the launch of IBM's PC, PCjr and Software. Prior to joining Initiative, he was the general manager of The Lord Group, a full-service agency.

Larry's extensive experience spans a wide range of categories, including automotive (Saab-Scania), oil and lubricant (Shell), Internet service provider (AOL), beverages/coffee brands (Chock Full o' Nuts, Poland Spring), corporate image (Hitachi, IBM), fashion (Anne Klein II), financial services (Key Bank, AT&T Universal Card), packaged foods (Kraft's Breyers Yogurt, Procter & Gamble's Duncan Hines, Jif Peanut Butter, Puritan Oil), health and beauty aids, over-the-counter (OTC) medicine (Alupent, Bayer, Dietac, Dulcolax, Teldrin), retail (RadioShack, The Sports Authority) and technology (IBM, Mita, TDK).

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

Larry graduated with a Bachelor of Arts in accounting from Hofstra University. When not working, he spends time with his wife, Margie, his two daughters, Emily and Molly, and his dog Baxter.

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.

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Clients and Brands

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

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Billings & Revenue

Billing / Revenue Ranges	Number of Clients
Billing > $3M and < $5M	3
Billing > $5M and < $10M	1
Billing < $10M and < $25M	2
Billing < $25M and < $50M	4
Billing > $25M	4

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%

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Types of Services

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

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Industry Experience

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

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