NEWS: Initiative Media sets up internal creative department

By CLAIRE BEALE, campaignlive.co.uk, Friday, 26 January 1996 12:00AM

Initiative Media is launching its own in-house creative department designed to develop new commercial opportunities with media owners.

Initiative Media is launching its own in-house creative department

designed to develop new commercial opportunities with media owners.



Initiative’s chief executive, Phil Georgiadis, has launched the

Innovations Centre as part of an ongoing restructuring of the media

company.



The new unit will be headed by Tony Manwaring, Initiative’s managing

director.



Peter Cannon, a former planner/buyer at TMD Carat, has already been

recruited to help run the department.



Manwaring will have a brief to provide a forum for the development of

new commercial vehicles with media owners. Manwaring said that the idea

was to ‘exploit every method that is available to communicate with the

client’s customers’, encompassing opportunities such as sponsorship and

programming supplied by advertisers.



Georgiadis said Manwaring would ‘act as a creative director for

Initiative. Effectively we’re setting up a media-focused creative

department within the company.’



He added that the unit will serve as a think-tank for new ideas, and all

the company’s staff will be encouraged to supply creative media ideas.



But Georgiadis stressed that the new unit will not encroach on the

traditional territory of creative agencies. ‘This is about providing new

media ideas for creative agencies to work with,’ he said.



This article was first published on campaignlive.co.uk

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