Initiative

Initiative launch the Contributors’ Panel

May 14, 2018 | Share this article

Initiative UK has launched the Contributors’ Panel, a series of monthly events exploring different aspects of society; aimed to inform, guide and spark cultural debate within Initiative. The event takes the form of a panel discussion, with the panel being drawn from key stakeholders within the advertising industry and beyond. The audience is comprised of

Initiative was given the task of re-positioning Amazon Prime Video as a go-to TV destination for Millennial women, Initiative and Reprise worked together to create a 360° partnership that tapped into bespoke custom content, influencer advocacy, social, and a one-night-only comedy show. Working with partners Tribe and Refinery29, they led a truly integrated campaign that

Initiative Leisure Case Study

February 7, 2018 | Share this article

Few people knew about Leisure range cookers and even less considered buying one. We wanted range cooker intenders to love Leisure so we needed to make waves by building true foodie authority.  We created short-form seasonal videos on the content hub. Driving the key message that owning a Leisure makes each occasion less chaotic and

Getting to know Jed Hallam

February 7, 2018 | Share this article

  Last month we welcomed our new Chief Strategy Officer for Initiative UK, Jed Hallam, to the fourth floor at St. Johns Square. Whilst he’s been settling in, we’ve asked him a few questions to get to know him a little better… Can you tell us a bit about your previous roles in media? I

One in four Britons fear AI taking their job

December 12, 2017 | Share this article

New research from Initiative has shown that UK consumers see AI as a potential threat to certain aspects of their lives, but no match to human relationships. Continue reading to find out what Ben Haley, Head of Insights at Inititaive, discovered when conducting this study into Artificial Intelligence (AI). AI has been a staple of

Getting to know James Shoreland

December 12, 2017 | Share this article

Last month we welcomed our new Chief Client Officer for Initiative UK & EMEA, James Shoreland, to the fourth floor at St. Johns Square. Whilst he’s been settling in, we’ve asked him a few questions to get to know him a little better… Can you tell us a bit about your previous roles in media?

Earlier this year, Initiative reinvented its product offering and positioning to find alternatives for clients increasingly struggling with advertising avoidance and radical shifts in consumer behavior. Its revised proposition is based on a clear understanding of the nuances of culture; Initiative being an agency that can lead clients through changes in our industry by focusing

Initiative Bolsters Talent

November 7, 2017 | Share this article

  This week we have announced a number of developments that will be pivotal in implementing our growth strategy for Initiative and transforming the business in the UK and EMEA. Firstly, we are in the process of creating an international ‘powerhouse’ for Initiative here in London, which will see new leadership roles across Client Services,

Welcome Richard Morris!

October 9, 2017 | Share this article

  Last month, we welcomed our new Initiative UK CEO, Richard Morris, to the fourth floor at St. Johns Square. Richard brings over 20 years of innovative and visionary leadership experience, and has a strong focus on creative media, digital and tech. Whilst he’s settling in, we’ve asked him a few questions to get to

Last month, we informed everyone that a group of 12 intrepid explorers from Initiative were attempting to complete The National Three Peaks Challenge. Well, last weekend they began their expedition and they completed climbing all three mountains with the 24 hour time limit, with three seconds to spare! An amazing achievement. Here’s an account from