Initiative

2025 marked a breakthrough year for Initiative. Guided by a simple belief that great work creates growth, we turned sustained investment in craft excellence, media creativity, and advanced analytics into measurable business impact for our clients and unprecedented momentum for our agency.

In the past 18 months, Initiative delivered $160MM in new business wins and earned 95 industry awards, including being named Canada’s most awarded media agency by WARC and ranking #14 globally for effectiveness. Under CEO Helen Galanis’ leadership, we built a high-performance model organized around Craft and Client Leadership, ensuring deep discipline expertise translates into transformative outcomes. Our work proves it. We drove Wendy’s breakfast sales 127% above target using media science. We helped Air Canada unlock 30M+ incremental bookings and reset its go-to-market strategy. We launched Canada’s first Indigenous meal kit to spark cultural engagement at scale, and reimagined business events to generate $19M in potential tourism revenue for Destination Canada. Through our Fame & Flow growth model, strengthened partnerships, and a culture where top talent thrives, Initiative is not simply growing. We’re driving sustained, measurable growth for every client we serve.