Aussie Mat Baxter Hands Over Initiative CEO Role To Amy Armstrong

Aussie Mat Baxter Hands Over Initiative CEO Role To Amy Armstrong
B&T Magazine
Edited by B&T Magazine

Former CEO Mat Baxter will become Initiative Chairman and take on an additional role within IPG while Amy Armstrong has been named Global CEO of Initiative. Stacy DeRisio has been named U.S. CEO.

IPG announced that long-term Initiative leader Amy Armstrong has been named CEO, succeeding Mat Baxter who will now take on the role of Global Chairman at Initiative through 2021.

Baxter was CEO from 2016, and will stay within IPG in a new leadership role that the company will announce in the coming months.

Armstrong has held a number of leadership roles at different IPG agencies for more than twenty years, most recently as U.S. CEO of Initiative. Her leadership focused on transparency, consistency, and fostering high-performance culture.

The agency recieved a number of awards under her leadership, including being named US Comeback Agency of the year by Ad Age, US Media Agency of the Year by Adweek, and most recently Best Place to Work by Ad Age.

Armstrong has also done important work for diversity and inclusion, overhauling the recruitment process to one that achieves bias neutrality.

“During his tenure as CEO, Mat has brought a strategic lens, as well as a focus on culture and creativity as the key drivers of consumer media engagement. This has led to a transformation at Initiative, making it one of our fastest-growing business and the top media agency network in terms of global new business momentum, said Philippe Krakowsky, IPG CEO.

“We [are] fortunate that his long-term partner Amy, who has played a key role in Initiative’s strong record of success in recent years, will be stepping into the global CEO role, which ensures that the positive trajectory for Initiative and its clients can continue.”

Daryl Lee, Chairman and CEO of IPG Mediabrands added that, “Mat has transformed Initiative into a global trailblazer as CEO, and while he will be missed at Mediabrands when he moves on at the end of this yea, he leaves the agency in great hands.”

“Amy is a fearless competitor and a true client partner who has built an agency to be reckoned with in the U.S. Her commitment to her clients, to her people, and to building a strong, inclusive culture where everyone feels values is unrivaled.”



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