Marketing for good Initiative downplays algorithms and embarks on the great media rebalance

IINITIATIVE CANADA CEO HELEN GALANIS BELIEVES that while many marketers have become overly focused on shortterm KPIs and algorithm-driven tactics, they are coming to realize the pendulum has swung too far.

“Consumers are holding brands accountable for the choices they make, and how marketers invest their media dollars is a big choice that has real power,” says Galanis, who heads up a staff of 266 at the agency’s Toronto office.

Making media investment choices has never been more complex, which is why Initiative leverages a proprietary tool called the Media Responsibility Index, which evaluates media opportunities across several criteria including diversity, brand safety, representation, sustainability, and data ethics. The results are designed to be communicated with partners such as social media platforms and media outlets.

“It’s meant to be motivating, and inspire and change, not to name, shame, and cancel,” Galanis says.

Through its new Fame & Flow concept, Initiative is looking to be more intentional about the impact its clients are having on the world while helping them driving better and more sustainable growth.

“It’s a unique and bold proposition and it’s grounded in the uncomfortable truth that media has become overly obsessed with algorithms and short-term results to the detriment not only of marketing, but to society as a whole,” Galanis says.

Fame & Flow is designed to re-balance away from algorithms doing all the work and bringing brands back to what marketing should be. To achieve “fame,” Initiative makes the connection for consumers between the brand and something bigger within culture, while “flow” prioritizes and personalizes the brand experience.

“It goes well beyond achieving relevance and really considers the entire experience of getting to know and engage with a brand,” Galanis says. Initiative brought together purpose and marketing for the Canadian Down Syndrome Society (CDSS), assisting the organization in finding employment for those with the condition.

It built a list of employers that declared their intentions to be more diverse in hiring practices and served them media in places such as their office elevators. The campaign politely called them out to align their actions and declarations, and made them aware of a LinkedIn portal CDSS created for hiring worthy candidates.

Looking to stay on top of areas with the greatest cultural influence, Initiative and long-standing client RBC have teamed up in the gaming space to grow the bank’s relationship with younger Canadians.

They have collaborated with Enthusiast Gaming on a program that will provide 150 young people access to mentorship in the gaming industry, and award 50 qualifying participants with grants of $1,500 each to kickstart their gaming careers. Initiative sees gaming as a long-term play and has hired gamers to help them navigate the space.

The agency looks to build creative partnerships that elevate its campaigns, as in recent work with Destination Canada. While the culinary sector is a big driver of tourism and Canada has great experiences to offer, its identity is not so well defined. So Initiative partnered with Air Canada and its enRoute magazine to create Canada’s Best New Cookbook, sourcing recipes from across the country and tying the food to a sense of place. With distribution through Indigo, it became a national bestseller.

“We set out to produce a piece of content to change perception,” Galanis says. “It’s the ultimate testament to a piece of marketing when you can not only get it in front of people, but get them to put their money down for it.”

Other major brands that have put their confidence in the agency include new wins M&M Food Market, the Ontario Ministry of Transportation, and car sales site Clutch.ca.

Initiative also has plenty of recently acquired hardware to brag about, both globally and locally. It was named Adweek Global Media Agency of the Year, Ad Age A-List Media Agency of the Year, and Festival of Media Network Agency of the Year (North America and Latin America), and closer to home nabbed four Canadian Marketing Awards.

Left: 1 Initiative worked with Indigenous Tourism Alberta and Explore Edmonton to enlist musician Matthew Cardinal for “Reclamation Nation,” a project that had him compose a song inspired by Indigenous tourism experiences. It was released across streaming platforms with behind-the-scenes content published in The Globe and Mail. 2 Looking for awareness in a growing space, Initiative and RBC collaborated with Enthusiast Gaming on the Gaming Grant Program, which awards 50 participants $1,500 each to help kick-start their gaming careers.

3 Initiative partnered with Air Canada and enRoute to create the bestselling Canada’s Best New Cookbook, sourcing recipes from across the country and tying the food to a sense of place.

4 Initiative’s “Fame & Flow” initiative for its brand clients takes a two-pronged approach toward consumers: it looks to make a connection for them between the brand and the culture at large, while also personalizing the brand experience.

CONTACT:

Name: Helen Galanis

Title: CEO

Email: Helen.Galanis@initiative.com