Richard Barrett

With 20 years experience in the marketing and communications industry for an eclectic range of B2B and B2C clients, and having sat on both sides of the client / agency fence I find the current landscape of the industry the most energising of my entire career.

Never has it been more important to apply lateral thinking to marketing problems and to engage with modern and fresh thinking, but, to do so in a manner where rigor and experience are applied to land something that works, not just land something that's different.

At Initials it’s the duality of our expertise in brand planning and creative activation that allows us to achieve such work. Our team couples seasoned brains and youthful vigor creating an environment that even after 20 years makes me feel inspired to keep learning and applying those learning to our client partners.

I believe deeply in the importance of data and research in the work that we do and how that makes or breaks the creative output of the agency and ultimately our reputation. To use a current client’s business as an analogy, no amount of durable matt emulsion will make damp, damaged and rough walls look good, a great outcome is all in the preparation.