Working with the branding consultancy Springpoint, a sister Interpublic agency, Initiative has announced that all its network offices will adopt the line "Expect more", along with the same management ethos and practices.
The positioning is intended to convey service strengths to clients and create consistent ways of working for staff. Springpoint's work pinpointed core strengths in buying, technology and research.
Alec Gerster, the Initiative global chief executive, and Marie-Jose Forissier, its chairman, instigated the branding exercise to create differentiation in the market place. A key element of the agency's offering is a package of services combining its traditional strength in econometrics with greater resource on understanding sociological trends and consumer behaviour.
The network's UK office took the lead on the project, which lasted three months.
Forissier said: "At the backbone of this is the creation of a common working philosophy that is the common battle cry of the company. Everybody in the company needed to see an expression of our strengths."