Initiative appoints APAC president

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".