Initiative Media Wins Qwest Broadcast Buying Business

NEW YORK — Qwest Communications has chosen Initiative Media North America to handle its estimated $35 broadcast buying account. Initiative’s Interpublic Group of Cos.’ sister shop, Foote, Cone & Belding, is Qwest’s creative agency. In total, Qwest spent $95 million on media in 2001, according to CMR.

In addition to citing the media shop’s “global presence” and “industry expertise” in choosing Initiative, a Qwest representative also noted the connection to FCB, which will allow the telecom giant to streamline its marketing efforts.