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Expertise & Approach

Not your average creative agency

We’re one of the UK’s most well-known independent creative agencies, proud experts in brand development, shopper marketing, eCommerce, content, experiential and technology. Yet it’s how we knit these areas together that truly makes Initials different.

Uniting precise human insights and experience-enhancing tech, we create seamless connections between your brand and consumers across all touchpoints and channels, both on and offline. It’s an approach we call The Connected Experience, which we’ll explain more about below.

Our ambitious campaigns have spanned both UK and global markets, for the likes of PepsiCo, Philips, Hovis, Nature’s Bounty, Britvic, hansgrohe, Twinings, The Gap Partnership and Heineken – some favourites of which you’ll find showcased in Our Work section.


Our values are more than just words on a page. They are standards we measure ourselves by. And they reflect the people who work here.

Whatever your role, every day is different. One day we’ll be working on one of the world’s biggest brands, then the next we’ll launch a brand new one.

News & Views