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Initiative introduces performance-based model

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London—Media company Initiative rolled out a new performance-based approach to communications, in which every aspect of its process and product is measured and optimized, according to the company. Initiative has hired Jeffrey Graham as worldwide director-performance to lead the new effort. Graham was previously executive director-customer insight at The New York Times.

In his new role, Graham will oversee the rollout of the performance model and work with clients to optimize their marketing programs. He will be based in New York.

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