Video produced by Georgina Brazier and Ben HallFollow @brproducers
Alex Altman, chief executive of Initiative, gives Media Week a sneak peak of the agency's Clerkenwell headquarters and an introduction to its family atmosphere.
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The brand taps YouTuber Casey Neistat to give an acceptance speech for the selfie stick generation.
Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats.