Initiative has won traditional and digital media buying and planning duties for SeaWorld Parks & Entertainment, writes Andrew McMains. The assignment includes SeaWorld, Busch Gardens, Sesame Place, Discovery Cove and SeaWorld's other U.S. theme parks, which combined to spend $42 million on media in 2011, per Nielsen. OMD was the incumbent. The client indicated Initiative's win was influenced by SeaWorld's relatively new relationship with lead creative shop and Interpublic sibling Draftfcb.

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