Geoff copps s420x420 q80 noupscale

Geoff Copps

IPG Mediabrands Research Director


My key role at Initiative is in the development and integration of Mediabrands’ world-leading tools across the planning teams. I take a special interest in working to embed customer data at the heart of the planning process. Across my career I have previously worked for both media owner and research supplier, so have a thorough understanding of the different sides of the coin. If, err, three-sided media research coins existed. Which they don’t.

Secret tip: 
It’s ok to ask questions! A simple, sensible or thoughtful question will never make you look stupid. And if someone says ‘obviously’ or ‘definitely’, 9 times out of 10 it’s neither obvious nor definite.

Death row last meal: 
A nice pint and a bag of cheese-n-onion. Actually, if it’s death row… better make that a pint of whiskey.

Years at Initiative: 4


Recent Posts by Geoff

The power of pattern: Social Fingerprinting

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…
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Data-Driven Marketing under the spotlight

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…
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