Mitchell, who will start his role in mid-July, will be based in Bangkok. He forms part of a regional strategy triumvirate assembled over the last 18 months, which includes regional channel strategy director Steve Blakeman, based in Singapore, and Shanghai-based regional brand strategy director, Ian Gee.
King Lai, COO of Initiative Asia Pacific, said: “Hiring Pete is a key part of our regional plans for Initiative Asia Pacific. He is a true hybrid. He initially worked in traditional channels. And for the past seven years he's been in the digital space. His addition marks the realisation of a new agency model we have been working towards over the past 12 months.”
