Initiative names Will Anstee as APAC president

IPG Mediabrands Asia-Pacific has made another major change to its leadership with the move of chief growth officer Will Anstee to regional president of Initiative.

In a newly created role, Anstee will assume leadership of Initiative’s 13 APAC markets, reporting to IPG Mediabrands’ regional chief executive officer Leigh Terry and Mat Baxter, Initiative’s global boss.

The move comes just days after Initiative appointed Mindshare’s David Johnson as chief strategy officer for China in another new position.

Anstee has been with Mediabrands in APAC since 2013 when he was made client managing partner in Singapore.

He then spent 2015 leading UM in Japan, before returning to Singapore in January 2016 as regional chief growth officer.

Anstee said: “Initiative are the first agency in market to firmly pivot from ‘brand advertising’ to ‘cultural branding’. 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 added: “Will has a deep knowledge and appreciation for the Asia-Pacific region paired with an intricate understanding of what it takes to win, lead and generate value for clients. The passion and drive which Will applies to his craft is both infectious and inspiring.”

Mediabrands has not yet confirmed whether they will be reappointing Anstee’s vacated CGO role.



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