Initiative Australia hires research and consumer insights chief

He joins the firm from communication research group Pollinate, where he was head of the qual team.

Before Pollinate, Booth (pictured) had a spell in charge of his own research agency, C90. Before this he was head of qual at BlackSheep.

Initiative CEO Roger Camplisson, quoted in Australian trade title B&T, said: “Our investment and dedication in gathering and leveraging research that is the most relevant to our clients is a key differentiator for Initiative.

“Highly customised 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.”