Global Media Agency of the Year Initiative Masters Fame and Flow

Landing Nike’s global business and expanding its Amazon relationship distinguished the IPG Mediabrands agency from rivals

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Much like management consultants lean on tried-and-true project frameworks to solve problems, so does the IPG Mediabrands agency Initiative. For several years, agency leaders called the agency’s go-to approach Cultural Velocity. Last year, after elevating performance media expert Dimitri Maex to the global CEO role, Initiative rolled out a new, modified framework that replaced Cultural Velocity. The new concept, called Fame and Flow, helped secure the $450 million global Nike business.

Cultural Velocity and Fame and Flow are abstract, but clearly resonate with clients seeking to master the concepts.



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This story first appeared in the March 2023 issue of Adweek magazine. Click here to subscribe.