The World: Barcelona - Initiative picks up global Warner Brothers media

Initiative Spain has won the global media planning and buying account for Warner Brothers' DVD/video and cinema arms.

The appointment marks the first time both businesses have been unified under a single agency. The accounts were previously held by Zenith Optimedia and Carat, respectively.

As well as handling the planning, buying and media research for the company, Initiative's specialist entertainment department will offer product placement and marketing partnership services.