Initiative's clients work closely with the agency on developing an effective total media architecture for their brands. Initiative's effective media solutions are formulated on precise media insights – derived from consumer and brand research. This is key to the way the actual media solutions are developed. Initiative is also known for innovation in every thing they do. It's really about challenging the status quo, and thinking outside the proverbial box. Naturally, this leads to more impact. And, this impact is measurable to the client. This means, Initiative is able to deliver effective, measurable media solutions that are truly out of the ordinary and that help create effective brand impact in the consumer's mind.

Some of Initiative's clients include Johnson & Johnson, Aujan, Gulf Air, GM, ACDelco, JVC, Credit Suisse, Patek Philippe, Fujitsu Siemens, and Neutogena.

Initiative works closely with a lot of agencies independently as agency partners. Most of these agencies are not linked in any way to MCN, but they rely on Initiative's media prowess to provide media solutions for their clients. Some of these agencies include Lowe, CPD, Fact to Face, Bulls Eye and BrandCom.

Initiative have recently won a gold and two bronze awards at Campaign Middle East's Media Awards 2006.

Initiative is led out of its Dubai Head Office by Kevin Rapose, Managing Director. Contact: kevin.rapose@ae.initiative.com.