Initiative

iUM Nordics Splits to become Initiative and UM

We are excited to announce that Initiative and UM have now been launched in the Nordics. Previously the Mediabrands Nordics market, consisting of Denmark, Sweden, Finland and Norway, has existed as iUM; a collaboration between UM and Initiative. The agencies will now sit as separate entities. After decades of great success in the Nordics with

OPINION: IT’S TIME FOR MEDIA AGENCY LEADERS TO SUIT UP

By Hallie Johnston We all know the doom-and-gloom headlines about the short lifecycle of CMOs, the squeeze on the agency business model and the continuous fragmentation in the media ecosystem. Never before in the history of marketing and advertising have clients and brands been as overwhelmed with new ways to connect with consumers. And while