Sarah Power serves as Executive Vice President, Director Insights and Strategy for Initiative one of the Interpublic Group’s (NYSE: IPG) two worldwide media networks and part of the company’s IPG Mediabrands unit. She is responsible for helping chart the agency’s overall direction and how it provides clients with full-service marketing solutions. Her Insights and Strategy team also works in conjunction with all of Initiative’s analytics units to provide fresh perspective and the latest trends to clients.
A highly regarded communications strategist, Power was an integral part of Initiative’s move to a ‘Performance Led Communications’ approach including serving as one of the chief authors of the agency’s ‘Performance Pathway’ process and subsequent agency transformation training. Performance Pathway is the firm’s brand intensive, multi-step, collaborative approach designed to have clients and agency working annually towards achieving business goals not simply media outcomes. During this agency transformation, Power spearheaded every training session with Initiative’s largest internal client teams. These three day in-depth seminars broke planners, buyers and account staff out of their silos and moved them into a collaborative model that has each involved in what the firm refers to as the ‘Design, Determine and Deliver’ phases of the clients annual marketing plan. The commitment to a performance model allows the agency to move away from commission structures and towards performance-based compensation models that will provide a more robust growth model for the agency moving forward.
Sarah has also played a major leadership role in nearly every new business win the company has had since 2008 – several which were based on the ‘performance’ approach. She helped lead the firm’s most recent wins of Hasbro, USAA Financial Services, Dr Pepper Snapple Group, Hyundai-Kia and Lionsgate Studios. She is also leading the brand performance reviews for the company’s newest full-service client MillerCoors won in late Spring 2012. Throughout her career, Sarah has provided strategic counsel for many top-flight global brands across the automotive, energy, pharmaceutical, entertainment and consumer product goods categories and her work has won countless awards including most recently a Cannes Lions silver for Hasbro’s Kre-O Transformers effort – the first Cannes Lions win for Initiative’s U.S. in the firm’s history.