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New research from Initials reveals consumers are switching to challenger brands

New research from Initials reveals consumers are switching to challenger brands

by on November 29, 2018

Challenging the challengers

Launching today, new research conducted by independent creative agency Initials has found consumers are switching to challenger brands in their droves, with over two thirds of respondents saying being exposed to a multitude of marketing messages was making them less loyal to established brands.

The findings expose five harsh truths established brands must tackle in the face of the challenger brand phenomenon.


Notonthehighstreet announces two pop-ups for Christmas 2018

by on November 6, 2018


Notonthehighstreet has today announced that it will be launching physical ‘pop-ups’ in two central London locations in the run up to Christmas 2018.


Initials launches integrated campaign for Rimmel London’s Match Perfection foundation

by on September 24, 2018

After the recent news of Coty appointing independent creative agency Initials, the agency’s first campaign - Match Perfection – is now live.

Following the launch of Rimmel London’s Match Perfection extended foundation range at the beginning of the year, Initials worked closely with the beauty brand on a fresh resupport campaign designed to turn the spotlight towards the brand’s audience by celebrating individuality, diversity and self-expression.


Frank Recruitment Group, appoints Initials to global internal branding overhaul

by on May 24, 2018

Initials the integrated marketing agency, today announces its appointment by Frank Recruitment Group to handle the overhaul of its internal branding. The group have customers [more…]

Initials launches Seriously Spreadable campaign

by on May 15, 2018

Latest:   Initials, the independent creative agency, launches a new integrated campaign for Lactalis McLelland brand Seriously Spreadable.

Following the agency’s work on the Seriously rebrand in Spring 2017, the new activity encompasses shopper and TV elements with the full campaign being activated across TV, on-demand video, live activation in-store and social. [more…]

Initials launches new website for Macmillan Cancer Support’s “Brave the Shave” campaign

Initials launches new website for Macmillan Cancer Support’s “Brave the Shave” campaign

by on July 11, 2017

Initials is thrilled to announce the launch of a new website for Macmillan Cancer Support’s “Brave the Shave” campaign as part of the charity’s digital transformation strategy.

Brave the Shave, which is now in its third year, encourages people to shave their heads to raise money to support men, women and children living with cancer. Last year, more than half (55%) of the 23,000 people who signed up opted to take part because their loved ones had been affected by cancer and they wanted to do something to make a difference.

Their involvement helped Macmillan raise £7.1 million to continue to offer people affected by cancer practical, financial and emotional support when they need it most. The 2017 campaign will again focus on the Shavers’ incredible stories as they reveal their motivations and reasons for taking part. [more…]

Aunt Bessie’s prioritises shopper marketing with Initials appointment

by on May 3, 2017

Aunt Bessie’s, the iconic, family-owned British food company, has appointed Initials as its shopper marketing agency. Following a competitive pitch against four undisclosed agencies, Initials will be handling shopper marketing across the Aunt Bessie’s brand.

The appointment is part of a wider strategic shift by Aunt Bessie’s to give more focus to shopper marketing. Initials was selected in part thanks to its broad-ranging experience in the FMCG sector, with clients such as PepsiCo, Philips and Mondelez. Run out of the Initials Leeds office, work will commence immediately with support from the London team.


“We were looking for an agency that could find a way to demonstrate the uniqueness of Club Med’s offering” / Elise Masurel at Club Med

by on July 25, 2014

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

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 @worldofinitials 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. [more…]

A roadshow for the new Peugeot 308, kicks off with skeleton ice tubing and wingsuit proximity flying at the Gadget Show

by on April 13, 2014

New Peugeot 308, European Car of the Year 2014, hits the road with ‘Driving Sensations’ campaign through Initials

10 April, London: Peugeot @PeugeotUK is supporting the launch of its 308 Hatchback, recently named European Car of the Year 2014, with a experiential campaign created @worldofinitials Initials

A two-month national roadshow, aimed at encouraging test drives of the new 308, kicks off with a soft launch at the Gadget Show on 9-13 April at Birmingham’s NEC. The full experience then progresses around the UK taking in a further five destinations.

The ‘Driving Sensations’ campaign tours major shopping centres and aims to challenge people’s perceptions of the Peugeot brand, positioning the 308 as a serious contender to the VW Golf, Ford Focus and Audi A3.