Initiative is one of the leading global media communications agencies, providing world-class media management services. The company creates integrated communications solutions, and offers services covering full range of communication needs, channel strategy, planning and buying, consulting, post-campaign analysis, and financial control. It has developed a proprietary practical framework that delivers effective connections between clients' brands and their customers. Its process is an integration of analytical systems and creative implementations. Its related companies include ID Media, Newspaper Services of America, and Outdoor Services. ID Media is one of the largest direct response media services company in the United States. Newspaper Services of America is one of the leading newspaper planning and buying organizations in North America. Initiative is headquartered in New York City.

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