Sam Geer has been named as Initiative Australia’s managing director.
Geer steps into the newly created role from his position as chief strategy officer which he’s held since 2018.
“We are placing Sam in this key management role to offer him a broader platform for his talents,” says Initiative Australia CEO Melissa Fein.
“He has been a key driver of our mission to bring cultural relevance to brands and accelerate their growth. His trailblazing strategy leadership has been a key ingredient to our growth over the past 18 months and this new position will allow him to infuse his skills more broadly across the agency.”
Replacing Geer as chief strategy officer is Chris Colter, who was previously Initiative’s national strategy director.
“In Chris Colter we have proven world-class strategic leadership,” Fein says.
“His credits are truly extensive, from winning the Global Cannes Young Lions competition, leading cultural campaigns like Tourism Australia’s Dundee, to being named Campaign Asia’s Strategy Planner of the Year. More recently, Chris has been an integral part of Initiative’s new business success as well as delivering strong business outcomes for our clients.”
This year Initiative has picked up accounts including Goodman Fielder, Aussie Home Loans and Pernod Ricard.
“I’m exceptionally proud of what we have built at Initiative. With the depth of talent, portfolio of brands and momentum we have in market we are well placed to be a leading agency for years to come,” says Geer.
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