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News & Blogs

5 strategies for unlocking insight from data - a researcher’s view

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Our clients have a lot of data. Geoff Copps, IPG Mediabrands Head of Reseach explains how we help them get the most out of it: So while data is at the heart of everything I do, I tend to come at it from a slightly different angle to many marketers. When working with data, my primary aim is not… Read more
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

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
In 50-ish Words

Data-Driven Marketing under the spotlight

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With ever more powerful targeting and programmatic options, in a sense we’re all direct marketers now… I recently addressed the Institute of Direct Marketers on the subject of ‘Data-driven Planning and Activation’. Here’s me taking a leap into a brave new world (and coveting that lone bottle of bee… Read more
News & Blogs

New Year, Old Dichotomy: Is the ‘Brand Building-or-Direct-Response’ split a thing of the past?

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Why should we be forced to choose between Brand or Direct Response? It’s 2015 for goodness sake! For my money, this distinction should be used less and less to describe advertisers and their media behaviours. There are two reasons: first, almost all brand campaigns cut away at typically labelled d… Read more
Liam Loan-Lack
Liam Loan-Lack (former) Account Director
News & Blogs

Continental Tyres - Boosting the impact of Sponsorship

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This article is from the November 2014 issue of Admap, which focuses on 'boosting the impact of sponsorship' marketing strategies. Continental Tyres didn't have a huge TV budget to leverage its FIFA World Cup 2014 sponsorship, but a clever and well-executed social campaign proved to be more effec… Read more
David Grainger
David Grainger (former) Head of Strategy
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

Trip of a Lifetime: How Millennials Redefined Travel Marketing

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“Every airline in the world says they offer ‘the best ’service, every hotel talks about comfort… what I want from my holiday is something real… ” [1 ] Devising a marketing plan that enables a brand to bond with, and ultimately generate revenue from, the originator of this quote is the enigma of mo… Read more
Liam Loan-Lack
Liam Loan-Lack (former) Account Director
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

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