The Canadian Broadcasting Corporation has renewed its media AOR assignment with IPG Mediabrands agency Initiative.

Selected following a competitive RFP that began in September, Initiative will continue to handle media buying duties for all CBC properties, including CBC TV, CBC Gem, Documentary Channel, CBC News Network, CBC Listen and CBC.ca. The agency will also provide CBC with overall strategic leadership, direction and execution on media planning and buying services

Initiative has been CBC’s media agency of record for 14 years, having last renewed in 2017.

“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.

Last week, the CRTC renewed CBC’s broadcasting license under a new framework that included, among other things, new reporting standards and requirements for producing and promoting original and Indigenous programming.