Bateman was previously head of experiential at the agency, which works with brands including Jeep, Sainsbury’s and UKTV. She told Event that Initials’ repositioning aims to showcase its work beyond experiential, such as digital content produced from stunts.
"For us, live engagement is a much stronger term to encapsulate what we offer clients as an agency," she explained. "Nowadays, consumers are really engaging with brands – it’s no longer a one-sided relationship."
Bateman added that moving forward, Initials will be looking to recruit full-service marketers to work alongside the activation team.
"As an agency we always look to deliver ideas that will drive conversation. Be that creating social awareness for UKTV by convincing officials to escort a lost peloton of fake cyclists back on to the Tour de France or getting Peugeot associated with the number one in the UK music charts as part of a national live and content driven campaign, our ambition is always to deliver content and activations that will drive brand engagement," she said.
"I love being part of a passionate team that thrives on creating and executing these campaigns and am really excited to be championing this further."
Richard Barrett, managing director of Initials, added: "Rachel has played a fundamental part in developing the Initials live team since she joined the agency in 2010. This newly-created role and offering is supported by, and works collaboratively with the broader teams within Initials, including shopper, promotional and most notably digital and social."
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