Half Term Reports 2014: Initiative

Campaign asked the ad and media industry to rate and summarise their performance so far in 2014, ahead of our School Reports for 2015. Here's how Initiative view the first six months of their year.

  • Continental Tyres ContiPredicts

    Continental Tyres ContiPredicts

  • Tesco ‘Sorted Food’

    Tesco ‘Sorted Food’

  • Travelodge ‘Get Up and Go’

    Travelodge ‘Get Up and Go’


Score (self-awarded): 6

Number of staff: 120

New Business: £18.3 million

Summary of the year so far: "2014 has been about building a cohesive team and driving our ‘Fast, Brave, Decisive, Simple’ positioning:

Fast launch into branded content. We recruited Cody Hogarth as head of entertainment. We’ve subsequently brokered deals for Tesco with C5 for "Mum of the Year", with ITV and UNICEF for Soccer Aid and with ITV and Sorted Food as part of the "Everyday Food" campaign.

Brave use of technology and insight. Deployment of ground-breaking technology continues to improve the way we work. Using technology sourced through our partnership with the Bakery we’ve launched our social sharing website, allowing us to publish to the site immediately from any device. We’re incorporating metaphorical search engine 'Yossarian Lives' into the way we approach communications so we think more laterally. Meanwhile, the list of our clients building econometric learning into their planning continues to grow, allowing us to plan against sales so decisions we make on their behalf are more efficient and effective.

Decisive move into idea generation. GumboLive UK launches in September comprising exclusively Millennials and offering new perspectives: a fast-turnaround parallel workstream on live creative briefs, a consultancy with clients directly, and an industry think tank."

Awards won so far in 2014: 

Dadi Awards

Retail Website, App or Campaign for Tesco.com

Pick of the Year: 

Warner Bros "The Lego Movie ad break" by PHD

Turkey of the Year: 

Macmillan’s Ice Bucket Challenge "hijack" by In-house