Staff Reporters
Feb 14, 2018

Initiative appoints APAC president

Will Anstee was previously APAC chief growth officer for IPG Mediabrands.

Will Anstee
Will Anstee

IPG Mediabrands agency Initiative has appointed Will Anstee APAC president, reporting to IPG's APAC CEO Leigh Terry and Mat Baxter, Global CEO of Initiative.

The role is a newly created one, according to IPG Mediabrands. Anstee was previously chief growth officer for IPG Mediabrands APAC, where he led creative and commercial growth for the network. He will be based in Singapore, and his appointment is effective immediately.

Anstee will lead Initiative's "culturally-driven proposition" across 13 markets, with a strategic overview on growth, client relationship management and product development.

“Initiative are the first agency in market to firmly pivot from ‘brand advertising’ to ‘cultural branding’," Anstee said. "I’m incredibly motivated to drive this vision across APAC, helping our clients to leverage the power of culture across a region so rich in cultural diversity.”

Terry said Anstee has deep knowledge and appreciation for APAC, as well as "an intricate understanding of what it takes to win, lead and generate value for clients".

Related Articles

Just Published

6 hours ago

Babies replaced by fire-breathing creatures in ...

BBH creates an evocative production for Chinese gaming company Goat Games.

7 hours ago

Why SSPs are more valuable than ever

One of the largest independent supply-side platforms argues that as DSPs promote direct path solutions, publishers have an even greater need to rely on sell-side expertise and tools.

7 hours ago

Asia-Pacific Power List 2022: Melissa Hopkins, Optus

From innovative metrics to memorable brand-building tactics, it’s no wonder that Hopkins is one of Australia’s most prolific marketers.

7 hours ago

Publicis elevates Jason Tonelli to CEO of Zenith ANZ

Tonelli will continue to lead Razorfish until the end of the year while his replacement is recruited.