Initials Marketing has boosted its senior management team with the appointment of Robert Hocking as head of strategy.
Hocking will lead the agency’s strategy capability, providing world-class insight that will positively impact clients’ businesses as well as the agency itself. He will work across all client accounts and report into Initials Marketing CEO Jamie Matthews and managing director Richard Barratt.
Hocking has been an independent consultant for the past year, working with agencies and retail brands, delivering brand and channel strategies.
He has 25 years’ experience working in advertising, digital, PR and design. He has worked at some of the world’s leading agencies including holding the role of chief development officer at Fitch for five years; his CV also includes senior stints at Young & Rubicam, Ogilvy & Mather, and The Alloy Group.
He has worked across a wide range of sectors during his career, notably retail and technology for brands as diverse as Kraft, Bacardi, Unilever, Metro, Motorola, IBM, and Nokia. He is also a regular contributor to Design:Retail magazine and The Robin Report.
Matthews said: “Robert’s appointment reflects the fact that as an agency, we’re looking at increasingly diverse and complex briefs as brands seek to change consumer behaviour in a fast-moving landscape. Robert brings the dedicated strategy and planning skills we need to deliver future-facing, behaviour-changing solutions for our clients, as well as helping to take Initials to the next stage of growth.”
Hocking added: “I’m totally aligned with Initials’ passion for people and how insight can be used to change their behaviour. I’ve learned that while the ways we reach people have changed, what matters to them doesn't. It’s a truism that many brands have lost out in this age of complexity, and working this through is what I’ll be focusing on at Initials, to delivering strategic value to clients’ businesses. I’m looking forward to joining a fun, committed team!”