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Senior Consultant, Initiative Sports Futures

Stewart MisonStewart joined the IPG owned global communications division INITIATIVE to help form INITIATIVE SPORTS FUTURES. Previously he was at Octagon as Senior Vice President responsible for the creation, production and distribution of Advertiser Funded Programming.

Initiative Sports Futures is a strategic sports and entertainment business consultancy that works with client brands to compare and value the deliverables from entertainment investment. This can involve the employment and re-purposing of the proprietary research tools INITIATIVE use in media planning and buying to give client’s actionable recommendations to grow and maximise their investment returns and via econometric modelling values to give incremental values to the sales process.

Mison’s background includes tenure at IMG/TWI. After leaving TWI he has been involved in the development and sales of music programming, the executive production of a large format light entertainment programme for ITV, international offshore powerboat racing, and film drama financing. He has worked in a consulting capacity to a number of Blue Chip multi-nationals advising on the use of AFP as a part their marketing plans.