Initiative

Initiative Egypt’s 2024–2025 was a year of record growth and transformation. We achieved 73% YoY growth, onboarded 20+ new brands, and secured Egypt’s largest RFP with Unilever, marking their return after three years and expanding our remit across the NALI markets. This momentum elevated us from a national leader to a regional force, recognized when Initiative ranked #2 Media Agency in the Middle East in RECMA’s April 2025 Diagnostics Report.

At the heart of this success was our proprietary framework, Fame & Flow, powered by MCN Interact, which unites cultural impact with business performance. It drove breakthrough campaigns such as Closeup’s cultural ownership of “Fresh breath checks” and Clear’s repositioning as the “Shampoo of Champions,” delivering measurable growth and renewed brand relevance.

Beyond client impact, we expanded our team by 50%, introduced new leadership layers, and earned Great Place to Work certification for the second year. Our culture initiatives reinforced diversity, inclusion, and sustainability, from workplace recycling to inclusive hiring across Egypt.

Looking ahead, we aim to strengthen client partnerships, advance consultancy-led growth, and set new standards of effectiveness in a market shaped by economic pressures and digital acceleration—building lasting cultural and business impact for Egypt’s future.