Andrea Sinisi is a senior business partner at media agency Initiative. With a solid background in strategic planning, marketing and analytics, his career started on the client side, leading marketing practices in blue chip FMCG companies. He then entered the communications arena as strategic planner for MEC and Mediacom, and before joining Initiative led the Nielsen Modelling and Analytics business in Italy. Andrea is recognised as a pioneer in innovative modelling and significantly grown the Marketing Mix Model during his communications career.

Since joining Initiative in 2010, Andrea has been responsible for leading strategic planning and establishing a strong culture of performance measurement across the agency. His role has recently expanded to incorporate leading the agency’s Marketing Sciences division in Italy – which aims to re-design the traditional media agency proposition. His focus is now to transform Initiative’s many vertical capabilities, tools and platforms, into a single and consistent structure and story, able to flow across channels.

Andrea has been awarded with both a Nielsen Star award and a Nielsen Comet award. He is a member of the technical committee of Audipress, the official Italian readership survey and he has recently obtained a Lean Six Sigma Yellow belt certification. In 2015 Andrea has represented the Italian Advertising and Media community at the Cannes Media Lions Jury.