Initiative is strengthening its national media strategy team, adding two senior executives.
Rebecca Drummond joins as Initiative Sydney’s first Group Strategy Director and Toby Maclachlan is strategy director at Initiative Melbourne.
“We are unashameadly building the media industry version of The Avengers,” says Initiative Australia chief strategy officer Chris Colter.
“As an agency with strategy at the core it’s vital we secure the best talent in market, with diverse backgrounds and skillsets.
“Rebecca and Toby are not just two of the most highly regarded strategists in market, but they’re powerfully unique in their backgrounds and approach and I couldn’t be more excited to see them wield their powers to create culture defining work."
Drummond has worked in strategy and investment at Mediacom and Wavemaker, as well as digital sales at News Corp.
One of her most recognised projects was co-creating Smoggys in 2020, a brand of brightly patterned facemasks that raised more than $20,000 for the Rural Fire Service.
Maclachlan was marketing director of financial technology and customer data business OkTY based in California. Before that he was strategy and content director at Love & Money Agency and associate creative director at The Story Lab.
His career has seen brand leadership across the world in categories such as FMCG, Entertainment, Fashion, Automotive, Government, Tourism, and Fintech.
“The best part is, this is only the beginning,” Colter says. “We’ve got more exciting new appointments to announce in the near future…watch this space.”
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