INITIATIVE Media, the worldwide media planning agency, chose Iceberg to review all its positioning worldwide, together with its communication media both on and off-line. The agency organised redeployment of the brand in 3 stages, namely consulting in the positioning and identity of the brand (brand positioning, brand strategy, internal methodology), creation of the new Initiative worldwide image (branding, global visual style) and launch of the brand both internally (intranet, training tools, events) and then to BtoB players with an international media campaign showcasing the Initiative spirit. An emphatic idea highlighted together with the agency. Simplicity is power!