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

  • 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

  • BC_Lock_up_404x404

    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

Initials appoints Dan Jerrard as new creative director

Posted on October 24, 2014 by

Creative communications agency Initials is growing its creative department with four new hires, including ex-Haygarth associate creative director Dan Jerrard as its new creative director.

The appointments mark the launch of a company-wide development programme aimed at bringing Initials’ youngest talent and most experienced employees together. They will learn from each other and create the most informed solutions for clients.

Initials CEO Jamie Matthews comments: “20-year-olds can learn a lot from forty-somethings and vice versa. Both have a huge amount of creativity and great ideas to offer.”

Jerrard will play an important role in kick-starting the programme within the creative team, having helped to double the size of the creative department at Haygarth since he joined in 2011. Jerrard worked on some of Haygarth’s most high profile blue chip accounts, including Sony Mobile, Heineken and the Organic Trade Board. Before that he was group head at BD Network, having first launched his career at Dynamo.

At Initials, Jerrard will work on some of the agency’s largest accounts, including AkzoNobel, PepsiCo, Mondelez and J Sainsbury’s. Allan Guy, the current creative director at Initials, continues in the agency focusing on new ventures and working closely with Presley and Jerrard to ensure the quality of work in the agency remains at the highest levels.

Nick Presley, executive creative director, said: “We loved Dan’s passion and ability to work on multi-channel activity. He’s had a great grounding to his career in his previous agencies and he’ll significantly increase the firepower of our creative department. His appointment isn’t just responding to the increase in work from our current clients and recent wins, but will help us further develop our offering.”

Dan Jerrard commented: “I instantly recognised that Initials matched my ambitions to help build a creatively-led agency that was not constrained by channel. It’s a very exciting opportunity to work with Nick at the start of a new chapter in the World of Initials.”

Initials has also made three further creative  hires: Bethan Prestwich, a recent graduate from Reading University as designer, and junior creative team members Micaela Beni and Simona Zukauskaite, who join following a number of placements and internships over the last six months.

Presley added: “All three have demonstrated huge potential and a great willingness to learn. They will bring a new dimension of thinking and craft to our work.”


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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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