Initiative wins Maple Pictures media account

The Toronto agency has hit the ground running, and is already promoting adventure flick The Condemned.

Toronto-based Initiative is the new media AOR for Maple Pictures, one of Canada’s largest indie distributors of films and other entertainment products for independent, Canadian-based studios including Lionsgate, whose annual ad spend is estimated at $1 to $5 million, acording to the National List of Advertisers. Maple’s recent theatrical releases include Saw III, Crank and Employee of the Month. Its former media agency is Toronto’s Media Express.

Initiative general manager Sarah Ivey tells MiC her company is already at work for Maple promoting The Condemned, which premieres later this month.