CBC, Canada’s national public broadcaster, and Initiative, an IPG Mediabrands agency, have finalized a new agreement for Initiative to continue to serve as CBC’s media buying agency of record. The new deal follows a thorough and competitive RFP process that began in September 2021.
Initiative has served as CBC’s Agency of Record for the past 14 years, helping to build multi-platform and data-driven marketing campaigns for all of CBC's properties, including CBC TV, CBC News Network, documentary Channel, CBC Listen, CBC Gem, and CBC.ca. Initiative will continue to provide CBC with overall strategic leadership, direction and execution on media planning and buying services.
“The Initiative team have proven themselves to be trusted leaders in the industry, and their nuanced understanding of the evolving media landscape will continue to help ensure that our diverse and world-class content reaches and engages audiences across the country,” said Maya Kane, Executive Director, CBC Marketing & Communications. “We look forward to further collaboration with them on future successful campaigns.”
“We are very proud to extend our long-standing partnership with the CBC,” said Helen Galanis, CEO, Initiative. “In this ever-changing media landscape, we’re excited to help the CBC navigate cultural dynamics to bring its award-winning content to new and diverse audiences.”
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About CBC/Radio-Canada
CBC/Radio-Canada is Canada’s national public broadcaster. Through our mandate to inform, enlighten and entertain, we play a central role in strengthening Canadian culture. As Canada’s trusted news source, we offer a uniquely Canadian perspective on news, current affairs and world affairs. Our distinctively homegrown entertainment programming draws audiences from across the country. Deeply rooted in communities, CBC/Radio-Canada offers diverse content in English, French and eight Indigenous languages. We also deliver content in Spanish, Arabic, Chinese, Punjabi and Tagalog, as well as both official languages, through Radio Canada International (RCI). We are leading the transformation to meet the needs of Canadians in a digital world.
About Initiative
We’re a global media agency designed to grow brands through culture. Over the last three years, we’ve been named as the fastest growing media agency in the world by independent media ratings agency, RECMA. Key to our success is the fact most media agencies are built for brand awareness, with a bias for paid media. We’re a little different. We’re built for brand relevance, with a bias for Cultural Velocity. We believe the brands that succeed move and adjust with consumers at speed, showcasing their relevance and meaningfully contribute to their lives. We call this Cultural Velocity™- a measure for the speed at which a brand moves through culture to drive relevance. The faster a brand can move with culture, the more relevant they become and the greater the growth. Operating in over 90 countries, Initiative employs 4,000 of the smartest and most diverse talent in the industry.
Media Contact:
Tanya Koivusalo, CBC PR
tanya.koivusalo@cbc.ca
