World of Initials Cityscape

Hello. We are a strategic integrated marketing communications agency, ruthless about changing consumer behaviour to drive consumers or shoppers to a sale on or offline. If this strikes a chord and you are excited about what you find here, we'd love to hear from you.


Road to Rio


    How it all kicked off

    Read our seasonal feature, #RoadToRio, where we provided a snapshot of 2014 World Cup-themed campaigns in the UK.
    Our football scouts kept an eye out for both sponsors’ promotions and also attempts by non-sponsors to cash in on the football fever without impinging copyrights. So why not check it out to read up on what was surely one of the most-used marketing themes this summer.

    Our pundits’ views

Live Now

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    At Initials, it’s nothing but fun every day!

    The nationwide ‘Win Nothing but Fun Every Day’ campaign created by Initials for Maynards, Bassetts and the Natural Confectionery brands runs from now until 4th October 2014. Everyone who enters will win a prize or reward from a fund that ranges from money-off coupons to experiences and product prizes such as a giant outdoor Jenga,read more

Our Thoughts

  • Supporting parents in the workplace makes business sense for agencies

    INITIALS Account Director Natalie Wright has contributed a feature to the Guardian on issues faced by working parents within the marketing industry. In her piece, Natalie outlines some of the ways parents are discriminated against in the workplace and offers valuable advice on how agency managers can be more accommodating. The article, which is sponsoredread more

  • Hello Ello, goodbye Facebook?

    People have been predicting the demise of Facebook for years, citing factors like the popularity of Twitter and young people’s disillusionment with social media as reasons for the apparently inevitable downfall of the digital giant. However, despite these challenges, the social network is still going strong: with 1.28 billion monthly active users, Facebook is showingread more

  • The switched on consumer

    “Switch it off” is a message that haunts our nation: ‘Save electricity, stop global warming’. However it is becoming increasingly important to stay switched on. Innovation of the consumer shopper process has seen retailers digitalise, creating widespread competition with companies constantly looking for an innovative new USP to help drive sales. Argos has combined in-storeread more

  • A week is a long time in retailing too

    It’s often been said that a week is a long time in politics, and the events of the last week have certainly given credence to that. But judging by recent reports and observations it’s also a long time in the retail business. Some weeks ago I wrote in Retail Gazette about HMV’s journey from administrationread more

  • A recipe for a long and happy life

    It’s no secret that, while many brands come and go, those that exist decade after decade are the ones that really look after themselves however long they’ve been around. We can all quote examples of brands that we grew up with which have stayed with us as we, and they, matured. But eventually all thingsread more

Exciting Things Happen in the world of initials

Club Med appoints Initials as global below-the-line agency

Posted on July 29, 2014 by

23rd July 2014, London, UK: Club Med, the French corporation of vacation resorts, has appointed Initials as its global below-the-line agency out of Paris. The agency won the account following a competitive five-way pitch.

Initials will be responsible for creating and implementing a multi-channel strategy aimed at building and strengthening relationships with new and existing customers.

The agency will focus on communicating Club Med’s premium brand personality and driving its all-inclusive offer across new markets in Europe and Africa. Activity will include DM, digital advertising, experiential activity, social media and collateral, tailored to the summer and winter holiday seasons.

Initials’ first task will be to create a global sales toolkit aimed at driving engagement with prospective holiday-goers. The resulting work will roll out over the coming six months.

The agency will report in to Elise Masurel, sales & marketing coordination director at Club Med.

Elise Masurel at Club Med, said: “We were looking for an agency that could find a way to demonstrate the uniqueness of Club Med’s offering and show off the personality of our brand with confidence, ultimately adding value for our customers. Initials demonstrated a great sense of creativity throughout the pitch process and we look forward to seeing the resulting work.

Jamie Matthews, CEO at Initials, commented: “This is a great win for the agency. Our role will be to get customers to really engage with the brand and explore the holiday opportunities Club Med has to offer. By putting the focus on digital and traditional below-the-line communications, we hope to bring to life the multi-dimensional Club Med experience.”

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Dave hijacks the Tour de France!

Posted on July 10, 2014 by

UKTV channel Dave asked Initials to create a stunt that would bring the personality of its brand to life and ‘Wit to the World’. Together we decided the best way to lend their humour and make the most impact was to join the world’s biggest cycling race, The Tour de France, whilst it was gaining massive publicity for the UK leg.

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So on Tuesday 8th July at London’s Liverpool Street a group of nine cyclists(tightly knit together), in full cycling gear with spoof logos and on very high spec bikes, cycled around to all of London’s main attractions. They stopped regularly to ask passers-by (in suitably foreign accents) if they had seen the cyclists in the big race and if they could help them find their way back to the tour. They kept cycling round until the race ended and beyond. We got photos of them at all the main attractions such as Liverpool Street Station, St. Paul’s Cathedral, Covent Garden, Piccadilly Circus, London Eye and London Bridge.


The response was overwhelming, people were face to face with the cyclists and truly believed they were lost! The stunt culminated with the cyclists being escorted down the Mall which resulted in amazing press coverage for Dave.

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