IPG Mediabrands has shuttered its once-strong media agency Initiative, with all staff and any clients to be consolidated under UM.
With this announcement, UM will become the key agency to deliver media planning and buying to clients within the Mediabrands’ structure, the agency said in a statement.
It will also become the sole agency for industry scores and awards entries.
Closing Initiative was described as a formality, with much of the focus in the past few years been towards building the UM brand. A spokesperson said Initiative will continue to operate in markets both regionally and globally.
Other agencies within the Mediabrands structure will support UM, including planners, buyers and digital specialists from Rally, Reprise, Cadreon and Ingenuity.
The streamlined agency structure comes into effective immediately.