Initiative Worldwide bags CBS Corporation media account

MUMBAI: CBS Corporation has awarded its media account for the CBS Television Network and Showtime Networks to Interpublic agency Initiative.

Initiative will be involved in media strategy and will plan and buy national advertising in broadcast television, cable, radio, print and interactive for the CBS Television Network and Showtime Networks. A bi-coastal entertainment team from Initiative will begin work on the account immediately.

"Initiative understands who we are and where we are going. The Initiative network offers us the reach, the know-how and the creative talent to help us maintain our edge in the crowded and competitive media marketplace," said CBS marketing group president George Schweitzer.

"The market is becoming increasingly oversaturated and it's more important than ever for Showtime and all the CBS brands to extend our reach into nontraditional outlets and online relationships. Initiative brings to the table the resources and expertise that we are looking for to effectively reach desired audiences," said Showtime Networks executive vice president creative and marketing Len Fogge.

"CBS and Showtime are two extremely exciting entertainment brands that will allow us exceptional opportunities for creativity and innovation across new and emerging platforms such as podcasting, wireless, streaming video as well as the more traditional choices. With our long standing extensive entertainment experience, capabilities in television promotion, creativity and innovation, we can't wait to get started," said Initiative Worldwide chief executive officer Alec Gerster.

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