News & Blogs

Was Hillary ‘Trumped’ by weak strategy or strong data?

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As we all know, Advertising Week Europe has been upon us all. With more than 175 seminars and workshops over four days, with talks from our very own Michael Roth, England’s victorious rugby coach Eddie Jones and even erstwhile American Vice President Al Gore to come, the event is an impressive undert… Read more
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

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