The Initiative partnerships team has been challenging the stereotype of media buying teams for years, but 2020 was the year that demonstrated just how much they emulate our agency ethos of 'take the initiative'.
As the media market dropped by 50%, they were a solid support for our media partners, helped clients innovate throughout the pandemic, and continued to be the growth engine for our agency.
They brought digital, data and technology to the forefront of all our partnerships to reflect the rapidly changing landscape of 2020.
And through their innovative strategy of combining Acxiom and media owner data, began to radically improve our audience targeting capabilities.
As our clients' needs changed, they found new ways for them to deliver campaigns and grow with creative partnerships.
Most importantly they looked after our business by helping win Deliveroo - the biggest domestic win in the UK! Through smart trading and targeting they immediately decreased Deliveroo's cost per incremental order, dramatically improving their bottomline.
Not only that, as youth unemployment tripled due to COVID-19, the team committed to filling future entry-level positions through our Islington Academy partnership.
They took the initiative.