News & Blogs

Real Lives, Real Issues #9 Christmas on a budget

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Christmas is a favourite time of year for many people. But how do “just about managing” (“JAM”) families, who have been the main focus of Chancellor Hammond’s recent Autumn Statement, cope with the costs they face during the festive season? These are UK families who’ve seen their disposable income pl… Read more
News & Blogs

Innovation in Publishing - Magazine Media is Evolving

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The Lab is a brand new magazine media initiative created by Magnetic in association with Campaign. The two-part programme was designed as an immersive forum in which to explore the craft and influence of magazine media for young (ish) up-and-coming planning execs in the industry. The first stage of T… Read more
News & Blogs

How advertising to bots will make brands more human

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Amazon’s making personal assistants affordable for everyone with the release of Amazon Dash. “Shopping made simple”, it enables everyday products to be re-ordered with the tap of a button. If find yourself running low on detergent, it’s replaced hassle free. The Amazon Echo goes one step further. It’… Read more
Sam Fairburn
Sam Fairburn Planning Executive
News & Blogs

What makes people happy to buy your stuff?

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Here at Initiative we’ve developed a unique new tool called Decision Trees. Decision Trees can help our clients uncover the important, but hidden, factors that influence a customer’s path to purchase. These factors determine whether or not a purchase is ultimately a success and is measured by metrics such as the chances of a repeat purchase and recommendation. Our friends in Mediabrands Marketing Sciences worked with us to create Decision Trees using a mathematical technique known as classification and regression tree (CART) models. To demonstrate its power, we partnered with Respondi to survey 2000 British holiday-makers and short-break takers. Read more
News & Blogs

Newsworks Effectiveness Summit - Newsbrand Effectiveness

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Speaking as someone relatively new to the world of media, attending the Newsworks Effectiveness Summit a few days ago provided me with a wide range of insights to the media landscape and how budgets should be apportioned to achieve the best ROI in multi-media packages. In order to understand the im… Read more
News & Blogs

Behind the scenes: Shooting content with authenticity

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‘Authenticity’ has been a marketing buzzword for some time now, but what does it take to capture it? And what does ‘authentic’ really mean? It’s easy to confuse it with ‘realistic’, but from an image-making perspective, it is about capturing the true soul of something, rather than merely the exact environmental conditions. Read more
News & Blogs

National Apprenticeship Week 2016 – My Story So Far

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This week is National Apprenticeship Week 2016. The week’s purpose is to bring recognition to the apprenticeship scheme and the fantastic impact it has on everyone who comes into touch with it, from the apprentice, to the business, to the economy. I joined Initiative as our first apprentice in Sept… Read more
Jemma Baylis
Jemma Baylis (former) Broadcast Apprentice
News & Blogs

Monday 29 February: A ‘New Day’ in national press

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After the sad announced closure of The Independent on 12 February (final publishing date of 26 March) and the usual ‘death of print’ conversations, we are excited to bring you more detail on the launch of a brand new title from Trinity Mirror called ‘The New Day’. Zoe Harris, the group marketing di… Read more
News & Blogs

IAB UK Talks - What does 2016 have in-store for Digital Marketing?

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So, the question on everyone’s lips, minds and Twitter feeds – what does 2016 have in-store for Digital Marketing? The IAB brought together a stellar line-up of speakers from around the industry to enlighten us on this very subject. The answer? Well, erm, it’s pretty much the same sort of stuff fro… Read more
News & Blogs

Audible partners with Time Out to target book lovers on the move

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Historically Audible has targeted booklovers - not trying to convince these print traditionalists to exclusively move across to digital, but rather to opt for audiobooks while cooking or running. Basically while they were doing something else. Now we are working on something new, to position Audi… Read more
News & Blogs

Bernard Matthews is back on our TV screens at tea time

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Bernard Matthews haven’t advertised on TV for four years and wanted to remind consumers this winter that their products were still out there, whilst defending shelf space in store. The famous “bootiful” tagline that first appeared in ads in 1980 - and remained in use for 27 years - meant prompted a… Read more
Tania Harwood
Tania Harwood Group Client Director
News & Blogs

The power of pattern: Social Fingerprinting

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At Initiative we’re a social bunch. Recently we’ve been working on new ways of visualising the bewildering wealth of social media data out there. Social media is a rich source of information with which to plan, activate and optimise campaigns. As an agency, we’re also adept at using it for reportin… Read more

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