News Bulletin: Two more fish out the Initiative pond; Twitter debuts new ad format

By AdNews | 5 August 2016
Twitter's brand refresh

Two more fish out of the Initiative pond

IPG Mediabrands-owned media agency Initiative has seen two senior executives depart. Chief strategy officer David Fish has taken a role at GroupM and Steve Fisher has resigned as MD of Initiative Melbourne, for personal reasons. While unrelated, the exits follow on from Initiative CEO Lee Leggett's departure last month, as revelaed by AdNews. It's thought global CEO of Initiative and former UM CEO here in Australia, Mat Baxter, who is now New York based, is involved in the hunt for Leggett's response.

Twitter debuts new ad format

Twitter has extended its 'Conversational Ads' with the launch of a new ad format which encourages users to tweet while talking about a brand. The new ads are called 'Instant Unlock Cards' and requires users to tweet in order to view the content being promoted, such as a new movie trailer. Twitter says on average brands see a 34 per cent increase in earned media rate.

Optus dives into partnership with Swimming Australia

Optus has secured an eight year partnership with Swimming Australia that sees Optus become a principal partner. The deal also sees Optus become a major partner of the Australian Dolphins and grants naming rights to Swimming Australia’s junior swim program, the Optus Junior Dolphins.

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