Initiative is a global media strategy and investment agency that is Fast, Brave, Decisive and Simple. Under the Interpublic Groupe's Mediabrands, I was able to participate in the agency's Residency program under the strategy and media planning branch in San Diego. My clients included Amazon, Albertsons, and Petco.
Media Planning
Worked on the national media plans for clients, assisting in allocating budget, researching DMA's, MSA's as well as estimating coverage for the assigned TRP's. Most of the work was within traditional outlets: radio, TV, and OOH.
Targeting and Secondary Research
Whether it was for current clients or new business pitches, secondary research was necessary in choosing the right media for the client. Using tools like Simmons OneView, Kantar, Neilson ratings, and Mintel reports, we were able to consult with our partners as well as create accurate targets for our projects.
Amazon Residency Project
This internship had the unique opportunity to compete within our intern class to create the best media campaign for one of our clients, Amazon. We each came up with a full-fledged media plan for Amazon's new campaign toward the millennial market.
Campaign Reporting
Initiative provided its clients with extensive reporting to gauge media performance. Not only did I help put these reports together, but I redesigned many of the decks to increase readability and professionalism.