The CEO of Initiative Australia Melissa Fein has named Michael Stanford as the agency’s chief creative solutions officer, a new position for Initiative.

In his new role Stanford will lead the development and direction of creative content across the myriad of media channels engaged by Initiative’s clients.

“We are placing Mike in this vital new position because of his highly effective track record in tailoring and directing creative content to the most relevant points of people’s relationships and interests in brands,” said Fein.

“He has rare skills and instincts in blending creativity with media delivery and his role is a key aspect of the differentiated offer we are evolving for clients at Initiative.”

Stanford has a 25-year career in advertising and media. He has been the executive creative director of some of Australia’s largest and most high profile creative agencies, including Publicis Mojo, George Patterson Y&R and McCann Erickson.

In 2011 he joined Network Ten to develop dedicated client solutions built on strategic and creative content creation, digital and social integration. Prior his appointment to Initiative, he was managing director of Ensemble, IPG Mediabrands’ brand experience agency.

Stanford said the chief creative solutions officer role was a unique opportunity.

“The intersection between creativity and media is a very valuable place to be in people’s brand relationships. My focus will be to bring our clients’ brands to that point of maximum relevance in how people engage in their consumer journey,” he said.

Stanford’s appointment almost completes the senior management team of the new Initiative Australia, with the agency actively searching for an executive to be chief partnerships officer for the national network.