(l-r) Ali Coysh, Emma Greenhalgh, Tom Dodd, Clare Graham, Tom Davies.
Initiative has revealed a new strategy team, a combination of promotions and hires.
The announcement follows the appointment of Tom Dodd to chief strategy officer.
Ali Coysh takes on Dodds’ previous role of national head of strategy. Coysh was previously Sydney, head of strategy.
Newly appointed Clare Graham joins the agency as Sydney strategy director bringing a creative mindset to the team.
Tom Davies takes on an expanded role adding product to his remit, becoming the newly appointed Sydney head of strategy & product (the role previously held by Coysh).
Tate Nalen joins in the role of Melbourne strategy director, working alongside Graham plus Charles Dangibeaud, Perth’s head of strategy.
Dodd said the establishment of the national strategy team reflects Initiative’s commitment to driving growth and transformation for both the agency and its clients.
"In an era defined by rapid transformation and heightened client expectations, Initiative’s strategy team will push the boundaries of what media can achieve,” Dodd said.
“Our new team will focus on building adaptive, insight-led strategies that harness the power of AI, data intelligence, and cultural fluency to unlock growth for brands.
“Since taking on the CSO role I have been wholly focussed on finding the right people to drive the business forward that embody the strong strategic culture we have built as an agency.
“I’ve known Ali for many years, he is an exceptionally talented thinker & brilliant human to work alongside, so I’m delighted to have him helm of our national strategy offering.”
Coysh has held senior agency roles in both London and Sydney.
“Ali’s ability to take a brief and challenge it in the right ways to deliver the best client outcomes, has always been his sweet spot,” said Dodd.
“It’s rare to find a person who truly understands audiences and business problems and how they merge for growth like Ali does; watching his brain start to tick when he’s given a new brief is a lesson for us all…he’s the perfect person to help me lead Initiative’s strategy offering.
Coysh said Initiative has always been a strategic powerhouse, known for setting up its clients for success.
“I’m excited to have our team take Initiative into a new era, we have such a wealth of talent across all markets it’s a formidable position to be in
“With a strengthened strategy and product offering, and a proposition underpinned by market leading technology, tools and talent we are in a unique position to cement our proposition as the Cultural Experience agency.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.