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Initiative Wins Johnson & Johnson – Again

A thirteen year relationship renewed for another three.

December 6, 2012 5:17 by

[Dubai, UAE, 8 November 2012] Following a pitch launched by the global health and skincare conglomerate, Johnson & Johnson (J&J), for its estimated AED 1.2 billion EMEA media planning and buying business; Initiative is the Dubai-based performance-led communications company chosen to handle the Middle East, North Africa and Pakistan (MENAP) regions.

J&J decided to split the EMEA assignment between WPP’s Group M agencies and IPG’s MediaBrands agencies following a 4 month long processwhile OMD (OMG group) and the European incumbent,Carat,missed out. MediaBrands’ agencies, UM and Initiative, were awarded the MENAP, Balkans and Southern Europe (Spain, Italy and Portugal) clusters.

This represents a very significant win for Initiative in the MENAP region, being able to bring something new to the table, following a decade of excellent performancesince 1999. The company was able to secure the account for the second time in 2007, when it was put to pitch at an EMEA level and has now managed to retain the account for a third time for another three years following this most recent development.

Initiative will oversee the flagshipconsumer brandsJohnson & Johnson baby, Neutrogena, Clean & Clear, Carefree and Listerineas well as the Visioncare brand and Acuvue under the renewed agreement.

Ramzy Abouchacra – Regional Managing Director at InitiativeGCC, believes it istheir attitude towards the pitch that ultimately tipped the scales.

“Being the incumbent on the account, going into this kind of pitch can be a challenge. We have worked up close and personal with our partner for over 13 years, and maintaining the ‘sparkle’ is a dedicated effort. Retaining the account for three more years is a powerful validation that we are delivering for clients and that they believe in us as partners who could add value to their business.”

Quite appropriate in light of the long-term relationship, Initiative’s approach to media and heritage played a pivotal role in the win.The company has undergone transformation and growth since the partnership began, with dramatic changes in building the overall team, products and tools to become one of the top players in the region.

“This win confirms that we continue to be on the right track and fuels our drive to keep moving forward.”

The regional team handling the account will be based in Dubai and continue to coordinate with markets in Egypt, Morocco and Lebanon, among others.


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For further information contact:

About Initiative

Initiative ( is a performance-led media communications company. Initiative believes that all marketing should be performance-driven. Data, analytics, insight and innovation are central to all our services, and we hold ourselves fully accountable to client business goals. This commitment to performance is at the heart of Initiative’s unique process and culture.Owned by the Interpublic Group, Initiative is part of media management group Mediabrands and a partner of Magna, IPG’s centralized media negotiation entity. Initiative employs more than 2500+ talented professionals, working in 89 offices across 71 markets, worldwide. Initiative’s comprehensive range of performance-led communications services include: research and insight, media planning and buying, digital communications solutions, content creation, and evaluation and accountability services.

For more information, please contact:

Tariq Al-Sharabi

Director of Client Services

Cicero &Bernay Public Relations

M: +971 50 626 5535

T: + 971 4 334 2966

E: [email protected]

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