Jamie Matthews

Jamie Matthews

CEO & Managing Partner at World of Initials
London, United Kingdom

About me

<p>After more than 20 years working with the world’s largest and most successful brands I’m now busy building one of the UK’s fastest-growing independent agencies ‘Initials’.</p>
<p>We’re proud to say leading brands turn to us for our strategic and creative thinking, inspiration, knowledge, experience and ability to deliver.</p>
<p>A few of our clients include Cadbury, Tropicana, Walkers, Pepsi, Dulux, Sainsbury’s SAB Miller and Philips.</p>
<p>Our team is made up of insightful, passionate and experienced professionals, people who ooze creativity and clever thinking. What makes us different though is our ability to combine youthful vigor with seasoned brains. This is particularly important given the impact technology is having in the areas we play in.</p>
<p>We’re specialists in a number of industries including FMCG where our award winning services shine brightly. Our expertise includes: Shopper Marketing, Live Engagement, Digital and Social, and Promotional.</p>
<p>When I’m not running Initials, I’m busy with The Marketing Agencies Association (MAA) the UK's leading body for future-thinking marketing communications agencies where I hold the position of Deputy Chairman.</p>
<p>One of my missions for Initials this year, is to visit other FMCG companies and pass on our experience and success. This starts with the unique opportunity of receiving our ‘Shopper Journey Audit’ – this will provide FMCG marketing professionals with fresh and inspiring ideas for their brands. If you would like to take advantage of this please message me through LInkedin or call us on 0207 747 7400.</p>
<p>Specialising in: Shopper Marketing, Live Engagement, Digital and Social, and Promotional.<span> </span></p>


Deputy Chairman
United States
May 2013 - Present (5 years 8 months)
We are the UK's leading body for future-thinking marketing communications agencies
The Marketing Agencies Association (MAA) is the trade body for forward-looking marketing communications agencies in Britain. As well as bringing together a co-operative of the best in British marketing agencies, we exist to support, promote and defend the interests of over 90 member agencies through comprehensive core services and platforms.
SellCheck UK
March 2013 - Present (5 years 10 months)
Sellcheck is a revolutionary new service in Europe for evaluating and improving communications material in order to drive incremental sales. Following strong growth in the US with companies like Target, Nestle and Coca-Cola, Sellcheck is expanding into Europe to provide a fast, accurate and cost-effective means for validating shopper and consumer messages for both instore and online consumption. Using a combination of eye tracking simulation software, and expert panelist experience, with Sellcheck, you can be sure that your marketing material will have the biggest possible impact.

For more details, please visit www.sellcheck.co.uk
The Supper Club
September 2012 - Present (6 years 4 months)
The Supper Club is the UK’s leading membership club exclusively for fast growth entrepreneurs. Membership offers access to an extraordinary group of like-minded peers, providing a relaxed and confidential community to inspire, support and challenge each other.
CEO and Managing Partner
World of Initials
May 2006 - Present (12 years 8 months)
Being the Chief Executive of Initials, I have the pleasure of heading up one of the UK's leading creative agencies. We describe ourselves as the home of UNINHIBITED THINKING, where smarter minds discover better ways 
to create and deliver extra-ordinary BRAND PLANNING and CREATIVE ACTIVATION.

We work in many industries including FMCG where our specialist skills are favoured by the likes of Cadbury, Tropicana, Walkers, Pepsi and Philips.

As shoppers become more savvy and cynical, a brands’ communication has to work a lot harder in convincing them to buy. This is why we have developed a unique approach to maximize the effectiveness of our shopper creative ideas, creating more ‘commercial conversations’ between brands and their shoppers.

Our process combines channel understanding, behavioural economics and psychology, meaning we truly see things through the eyes of the shopper.

1) Insight - Shopper Journey Audit evaluates the consistency of a brands current communication along the pathway to purchase, highlighting the drop out moments and the gaps

2) Planning - Shopper Touch point Planning recommends the best way to reach target shoppers; the right message, on the best media at the right time

3) Creative - Visual Planning uses shopper insight and academic data to ensure brands communicate the correct visual and message stimulus at the most appropriate moment, helping to disrupt, engage, inform and ultimately sell to shoppers

We successfully use this approach with some of the World’s biggest brands where our shopper campaigns really do change their bottom line.

For more information about our services please email me through LinkedIn or call me on
0207 747 7400
Regional Director - EMEA
London, United Kingdom
June 2000 - March 2006 (5 years 9 months)
Started at IMP based in Victoria, London as a Group Account Director primarily working on P&G. As IMP changed to Arc and moved to Kensington Village, I became a UK Board Director and then Regional Director for EMEA ensuring that we kept the P&G happy across the growing network.
Account Director
London, United Kingdom
March 1999 - May 2000 (1 year 2 months)
A short stint but very enjoyable stint at Billington Cartmell allowed me to grow their Kraft, Unilever and Carlsberg business across a number of brands within these clients.
Account Director
Triangle Communications
June 1994 - May 1999 (4 years 11 months)
Started to take life a little more seriously when I joined Triangle Communications as an Account Manager to work on Safeway across all the parts of their business, from local/regional communications, national promotions, tailor-made programmes, and the launch and activation of the ABC Card based loyalty scheme. Rose to Account Director to also manage Whitbread Inns (with a 6 month secondment) and Barclays with the launch of the first cross portfolio loyalty scheme.
Account Manager
International Marketing Corporation
May 1992 - May 1994 (2 years)
Started life in the industry as an Account Executive and then Account Manager working for Express Newspapers and Channel Four when Chris Evans was the man, with Paula Yates at his side on the infamous 'Big Breakfast' show.


BA Hons 2:1 Business Studies (Marketing)

1987 - 1991 (4 years)

Similar Talent

John Ellett
CEO & Managing Partner
nFusion Group, LLC
Tony Signore
CEO & Managing Partner
Paul Prince
GLOBAL CEO / Managing Partner
The Sweet Shop
Jamie King
Partner & CEO
Camp + King
Michael Moszynski
Partner CEO
Dan Hestbaek
CEO & Partner
Lift Relations
Dan Pearlman
CEO/Managing Partner
Bob Wolf Partners/TPG
Engin Celikbas
CEO, partner

Create a free Talent profile and become a member of AdForum

Get Started