Lim, who has 18 years media management experience, comes on board on December 5, according to OMD Southeast Asia managing director Jim Goh.
Prior to Initiative, Lim also worked at Y&R and DDB, and has handled Ikea, DHL, Wyeth, Creative Technology and Garuda airlines.
Founding general manager Neo left MediaWise in October to return to broadcasting as senior controller of MediaCorp's Chinese entertainment production and studio business division.
The network has also appointed a GM and business unit director for its newly-launched Philippine office, Loida Pedro-Bacosa.
With stints on both the agency and media owner side of the business, Pedro-Bacosa will head up MediaWise's second business unit, which handles Globe's Innove, Pizza Hut, Visa, Dumex and Wrigley business.
MediaWise president and CEO Hermie De Leon said the appointment was necessitated by the start-up's rapid growth, which will see it double headcount to almost 40 by year-end.
In Malaysia, sister agency OMD has appointed Karen Thong as strategic planning director.
Ex-Initiative GAD Lim replaces Neo as MediaWise GM
Former Initiative group account director Patricia Lim will join MediaWise Singapore as replacement for Doreen Neo.