Initiative Australia has appointed Dr. Phil Booth as the agency’s strategic research and consumer insights manager, marking a boost to the agency’s research capabilities.
Roger Camplisson, CEO of Initiative, said Booth’s appointment was a new step in differentiating Initiative’s competitive positioning.
Before joining Initiative Booth was head of the qualitative research team at research agency Pollinate.
Booth has previously worked in strategic roles at ad agencies such as DDB, Clemenger and Whybin Lawrence TBWA, and has worked with clients including Vodafone, National Foods, Diageo, Origin Energy, Gatorade and Panasonic. He has also worked directly with agencies BMF, The Campaign Palace and Droga5. He has a doctorate in neuroscience from the University of Oxford.
Camplisson added: “Our investment and dedication in gathering and leveraging research that is the most relevant to our clients is a key differentiator for Initiative. Highly customized intelligence helps our clients better understand their customers and the data is integral to the recommendations and guidance we use in committing clients’ media dollars.”
“We view data and analytics as the fuel for targeted communications for clients. Therefore we are structuring to provide the industry’s most targeted and unique research solutions for clients.”
