Initiative, a media agency under IPG Mediabrands, has joined hands with IG Square Pakistan (Private) Ltd to establish its presence in Pakistan. The collaboration, formalized at a signing ceremony in Singapore on November 6, 2023, brings together key stakeholders from both entities.
IG Square, affiliated with IPG Mediabrands and representing “Universal McCann (UM)” and “Initiative” in Pakistan, has swiftly become a leading media agency in the country within just three years. Renowned for its innovative media solutions and partnerships with prominent brands, IG Square has carved a niche for itself with its triade of Imagine-Growth-Globally.
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IG Square aims to bolster its market presence by teaming up with Initiative, known for driving business growth for global giants like Nike, Amazon, and LEGO through unique consumer experiences. Initiative places emphasis on media responsibility, advocating for diversity, safety, and sustainability to uplift not just the media industry but the wider community as well.
The establishment of Initiative’s affiliate office in Pakistan expands its agency network footprint to 14 countries across the APAC region.
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James Smyllie, President of Initiative APAC, expressed excitement about this expansion, highlighting Initiative’s commitment to building brand fame and flow across the Asia-Pacific region.