Initiative expands APAC footprint with affiliate agreement, launching Pakistan office

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Initiative expands APAC footprint with affiliate agreement, launching Pakistan office

Initiative, the media agency within IPG Mediabrands, has announced an affiliate agreement with IG Square Pakistan (Private) Limited, for the launch of their Initiative Pakistan office.


The Initiative Pakistan affiliate office will extend the Initiative agency network footprint to 14 different countries across the APAC region, adding to a remit which already includes Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, and Thailand.

James Smyllie, President Initiative APAC, said: “Initiative has had an exciting 2023, with our launch in New Zealand, and now our affiliate partnership with IG Square, creating Initiative Pakistan.” Smyllie continues, “Initiative’s continued expansion into growth markets is testament to the prevailing success of our unique proposition which is steadily building Fame & Flow for brands across the Asia-Pacific region.”

Muhammad Sarwar Khan, Chief Executive Officer IG Square Pakistan, said: “We are excited to be a part of the Initiative APAC network, and confident that our local market knowledge paired with Initiative’s ability to build Fame & Flow for brands, will develop meaningful relationships with clients that can help them grow in this dynamic evolving marketplace.”

Adnan Shaikh, Director & Chief Operating Officer IG Square Pakistan, said: “The extension of our collaboration with IPG Mediabrands by introducing Initiative to Pakistan is a dream come true. Not only does it signify another step towards enlarging IPG’s footprint in this market, but it answers the industry demand for global tools and experience with local knowledge under one single umbrella.”

The Initiative affiliate relationship with IG Square Pakistan is effective immediately.