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Claire Elsworth

Content & Partnerships Director


I look after the bespoke, integrated work we do for our clients – anything from advertorials to branded content, ad-funded programming to partnerships. It’s a hearty mix of creative thinking and good old fashioned media planning, and it’s a lot of fun. No two projects are the same.

If I wasn’t working in media I’d be...
A struggling writer

If you could go back in time where would you go?
Assuming time travel works this way, I’d go back to when I was about 4 years old, convince my mum to send me to tennis school and turn me into a Grand Slam champion. By now I would probably be on the verge of early retirement, having devastated Serena Williams in the 2012 Wimbledon final and be working on my autobiography (title TBC). I’d also maybe drink more calcium to make myself taller. Apparently no tennis stars are 5’ 1”.

Who would play you in the film of your life?
Hyperbole and A Half. Failing that probably Anna Kendrick.

Years at Initiative: 3


Recent Posts by Claire

The Value of Relationship

Last week I had the great pleasure of chewing the fat with a bunch of brilliant people about something we all care very deeply about: measurement. The good folks at IAB UK posed the motion: The art of planning and measurement: Does applying metrics of success to branded content and native stifle crea…
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IAB UK Talks - What does 2016 have in-store for Digital Marketing?

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…
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Dmexco 2015: An overview

This time last week, over 43,000 people were filing in and out of the famous Koelnmesse, in a very rainy Cologne to get the low-down on what’s hot in Digital Marketing right now. The theme was Bridging Worlds – bringing together digital and analogue media . Initiative UK’s Claire Elsworth , Digital A…
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Future of the Digital Economy

Today sees the launch of dmexco, when 35,000 people gather in Cologne to debate the future of the digital economy. And Initiative is going to be there! This year’s theme is “Bridging Worlds” so much of the discussion will be around the challenges in linking the analogue and digital spaces. Keep an ey…
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Patek Philippe's Watch Art Grand Exhibition, London

This Wednesday saw the opening of Patek Philippe’s Watch Art Grand Exhibition in London. Spread throughout more than 20 rooms in the Saatchi Gallery on Kings Road, the exhibition gives a rare insight into the amazing, intricate world of the Patek Philippe watchmaking business, from the company’s foun…
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