The agency’s new ‘data-driven’ focus on performance involves implementing a software platform that the firm has been developing for the past 12 months. The system allows clients to track the performance of their communications on a continuous basis, looking at business and consumer insight, media and competitive activity and marketing results.

“Unlike other media networks which offer ROI measurement at the end of the communications activity, this new approach leverages the availability of new data streams to integrate performance into insight, strategy, execution and the optimisation of marketing activity.”

Graham will head the initiative in the new role of worldwide director of performance. He joins Initiative from the New York Times where he was executive director of customer insight. He also worked at Starcom MediaVest as director of strategic research and accountability.