Learn to partner with creators and build customer trust with authenticity. Join leaders from TikTok, the NBA and more at Social Media Week, May 16–18. Register now.
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.