Get in Touch

Jamie Matthews

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.


Digitising our vanishing high streets, by Jamie Matthews, CEO of Initials

by on October 25, 2018

In this piece Jamie Matthews, CEO of independent creative agency Initials, looks at the power of digital to both destroy and save Britain’s vanishing high streets.

Despite the seemingly constant ‘death of the high street’ headlines, it’s where you live that determines how you feel Britain’s high streets are really doing. There are comparatively affluent neighbourhoods up and down the country that remain home to vibrant retail areas. But, there are also no shortage of places where the retail picture is undoubtedly darkening.

The number of places like this are increasing, and if you live in one of them, the local high street serves as an up-close-and-personal daily reminder of the challenges retailers are facing. [more…]

“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…]

Cynical shoppers won’t buy from bad corporate citizens, reveals new CSR research

by on June 21, 2013

Consumers are deeply cynical of CSR initiatives from companies that have a bad reputation nationally, with that scepticism directly affecting our purchase decisions, according to new research revealed today from Initials Marketing.

The Brand Generosity research, carried out for Initials by YouGov, canvassed 2000 people from all demographics across the UK to gauge opinion on corporate social responsibility. It found that we have complex, and at times conflicting, feelings about companies trying to do the right thing within communities. [more…]

All about Arc, Cheil, Initials, RPM, Ogilvy Action and WDMP – Win an Agency’ Competition

by on December 3, 2012

The Cambridge Raincoat Company, stylish and innovative raincoats designed for cycling, taken on by Laurence Russ of Arc

Nine start-up businesses out of thirteen won the services of a marketing agency for a year at the ‘Win a Marketing Agency’ competition, held at the end of last week by the Marketing Agencies Association (MAA) in partnership with Start Up Britain as part of Marketing 4 StartUp Britain.


Online retailing:Half (55%) of people enjoy that they don’t need to battle through crowds / Jamie Matthews, chief executive of INITIALS Marketing

by on September 13, 2012

Via  eSeller ..  A couple of  months ago, high street stalwart Marks & Spencer reported its worst first-quarter results in three years, with general merchandise sales down 6.8%. On the same day that M&S announced these disappointing figures, online-only store ASOS revealed total sales growth of a massive 49%.

By Jamie Matthews, chief executive of INITIALS Marketing [more…]

Movers & Groovers : INITIALS Marketing restructures board

by on February 16, 2012

INITIALS Marketing, the independent creative communications agency, has restructured its board with a raft of promotions to spearhead an ambitious growth strategy for 2012.

The restructure sees Jamie Matthews, previously managing director at the agency, step up to the role of CEO.