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CBC retains Initiative

Toronto-based public broadcaster CBC has renewed its contract with Initiative to act as its media agency of record. The agency won the account in a competitive request-for-proposals process that began in September of 2021. The assignment includes media work for CBCs properties including CBC TV, CBC News Network, CBC Listen, CBC Gem and Initiative has been CBC’s agency of record for 14 years.

“The Initiative team have proven themselves to be trusted leaders in the industry, and their nuanced understanding of the evolving media landscape will continue to help ensure that our diverse and world-class content reaches and engages audiences across the country,” said Maya Kane, executive director of CBC marketing and communications. “We look forward to further collaboration with them on future successful campaigns.”

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