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Our
Thinking

White Papers

Initials is pleased to present our series of white papers, which explore subjects we believe will resonate with the industry.

Challenging the Challengers

We examine the rise of the challenger brand and the increased threat this presents to established brands, exploring what is driving this movement and the behaviours that are contributing to challenger success in winning over the consumer.

Live Amplified

We focus on the importance of experiential as a channel for demonstrating brand authenticity and the essential factors for getting it right.

Out-Thinking the Opposition

We address how brands deploying campaign budgets of c. £500k can ensure that they maximise the bang they get from every available buck.

OK Computer?

We investigate the industry challenges relating to effective marketing technology and provide a way forward for brands looking to capitalise on the competitive advantage it presents.

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