Amy Armstrong

US CEO, Initiative

As U.S. CEO, Amy leads a team of over 800 employees with the driving mantra that success is underpinned by strong relationships – with clients and within teams. Her client experience spans decades and industries, including entertainment, technology, education, beauty, healthcare, e-commerce, QSR, CPG, and telecommunications.

Amy has spent her career within the IPG network, generating impact in a variety of categories and for an expansive suite of blue-chip brands by operating with a laser-like focus on each client’s unique business goals. To make this happen, she analyzes chemistry, cultural fit and personal motivations to create cohesive teams that bring out the best in one another. Amy is passionate about Diversity and Inclusion, ensuring that our teams are representative of the world around us.

In just two years, Amy spearheaded a transformation of Initiative in the U.S. that led to being named Adweek’s 2019 Media Agency of the Year and AdAge’s 2019 Comeback Agency of the Year on the publication’s coveted A-List.

Prior to joining Initiative, Amy was President of BPN where she revamped the agency offerings and boosted operational efficiency. She uncovered new revenue streams, improved inter-agency collaboration and implemented new programs which shaped the agency values and ethos. Amy was previously President of ID Media where she fostered an award-winning culture and true collaboration; ID Media was an eight-time winner of Best Places to Work. She was one of the youngest leaders at ID Media and spent 13 years in Los Angeles leading their West Coast operations growing revenue five times over. The Los Angeles Business Journal named her an “Executive of the Year” finalist in 2012 and again in 2013 during their annual “Women Making a Difference” award presentations.