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Initiative at #AWEurope : Augmented Creativity

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On 23rd March Initiative presented this seminar "Augmented Creativity" on the opening day of AdWeek Europe… Here’s a post-match analysis by our Communications Director of IPG Mediabrands UK, James Richards:   The Guardian Green Room is a relaxed space with white leather sofas, air conditioning… Read more
Jules Castenskiold
Jules Castenskiold (former) Business Development Director
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

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

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

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
Scott Bilbe
Scott Bilbe (former) Senior Creative Producer
News & Blogs

Our culture of learning makes us look stupid

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If you type ‘what marketers can learn from…’ into Google, it returns over 31 million results. That’s a staggering amount of learning for a marketer to catch up on, and feels pretty much worthless. In his recent column in Marketing , Mark Riston of The Melbourne Business School summarised this pheno… Read more
David Grainger
David Grainger (former) Head of Strategy
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