Now this initiative includes using our creativity to provide marketing support and digital content, information to help advertisers create really effective campaigns, giving consumer insights to help advertisers stay close to their customers, sharing success stories from business leaders with Business Get Talking, providing relevant support to help digital-native brands, brands that are new to TV and specific sectors, which have been hit particularly hard by COVID, such as charities, universities and cultural heritage.
In the context of the input sentence, determine the relationship between 'initiative' and 'marketing'.
Options: original broadcaster, industry, manufacturer, location of formation