Initiative's Louise Peacock fends off food bribery in LA

Louise Peacock is group account director, digital, at Initiative Los Angeles. She moved from BLM Quantum in London last year.

LA's Hollywood Boulevard
LA's Hollywood Boulevard

Los Angeles I came here to oversee the new digital business wins at Initiative Los Angeles. Oh, and for the sun, the beach, Hollywood and Malibu.

Media environment The digital industry is about six to 12 months ahead of the UK in terms of product development. Many Hollywood studios want to be serviced locally and the entertainment sector has demanded innovation from media owners.

Media owners and agencies The state of the economy has shone a light on any weaknesses in the market and people are keener to deliver what you need. Overall, I have been very impressed with media owners' attempt to be flexible with what we are trying to achieve. But media owners mostly attempt to keep front of mind through food bribery - I never want to see another cupcake again.

Digital The US market already has a handle on things the UK is only starting to get excited about and is looking to the next big thing. In addition, print and TV buys are often offered as added value to digital media campaigns.

Social scene There is no such thing as a boozy lunch in LA, with an Arnold Palmer (iced tea and lemonade) the most exciting lunchtime drink selection. And as LA is built around the car, work nights out are also more sedate, as everyone drives home.

Main differences There are far fewer national newspapers - only The New York Times is worth reading. And because there are many more TV channels, with endless ad breaks, the only bearable way to watch broadcast TV is to TiVo it. Branded entertainment is also huge. It brings good shows that may not have otherwise have been funded, but product placement can be less than subtle.

-One thing we can learn from Los Angeles? There is such a thing as too much plastic surgery.

Have you relocated? Contact: harriet.dennys@haymarket.com

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