November 17, 2022 — Mediapost — Interpublic media agency Initiative is the top new business winner based on estimated billings for the first nine months of the year according to an analysis by agency research firm COMvergence. The figures are net (deducting lost accounts) and include retained business.
Initiative prevailed in pitches with an estimated $1.35 billion in billings. The agency successfully defended two big accounts–Liberty Mutual in the US ($492 million), and Merck globally ($295 million).
