Initiative Malaysia, a Mediabrands company was awarded the Cambert & Nuvanta AOR after a pitch involving the major media agency groups in Malaysia. The AOR houses some of the most trusted health and wellness brands in Malaysia such as Kordel’s, Bio-Oil, Nuvafemme and Juvanex.

Prashant Kumar, CEO of IPG Mediabrands Malaysia tell ADOI, “Initiative is the alternative media agency brand in Mediabrands Malaysia’s portfolio – young, edgy, compact and a David among the Goliaths. It’s a challenger with an entrepreneurial commitment to client performance.”

“It shares its DNA with its brother UM, yet is a separate agency with an unmistakable streak of independence. Think Batman and Robin. Think Nike and Converse. Think Coke and Coke Zero.”

Globally ,Initiative bills more than US$15b worldwide and handles clients such as Unilever, Hyundai Kia, Diageo, Tesco and IKEA in many parts of the world.