ipg initiative

Today’s digital media are the most measurable ever. But does a focus on short-term, addressable media metrics skew the advertising industry, neglecting the important work of brand building? This balancing act between brand and performance, and between automation and ingenuity, is top of mind for Stacy DeRiso, global brand president, Initiative. Having led the agency’s […]

Brands need to mimic the characteristics of millennial-age consumers to curry their favor, according to research, The Reset Generation, conducted by media agency IPG’s Initiative group. “Their expectations of brands are what they think people expect of them,” says Initiative’s US chief strategy officer Sarah Power. “They’re comfortable with brands trying to change who they […]