Sam Geer (left in photo) is joining Initiative Australia as chief strategy officer. He has been with the IPG Mediabrands group for the past four years at UM Australia, most recently leading UM’s national strategy team that is credited with a strong role in UM’s consistent success.
Melissa Fein (right in photo), CEO of Initiative Australia, said Initiative would benefit enormously from Geer’s incoming strategic leadership. “At Initiative we interpret cultural data signals to help our clients’ brands, products and services improve their relevance with consumers,” said Fein.
She added, “Responding to these data signals helps generate ideas to fuel campaigns that create lasting impressions, helping our clients sustain long-term growth. Sam is naturally passionate about helping brands build strong cultural and strategic connections to people and we are thrilled he is joining us.”
With Geer heading UM Australia’s strategy, the business has been ranked number one for new client wins for the majority of 2018, achieved high satisfaction scores from clients and won the most award recognition of any agency in Australia across multiple categories. These accolades have included recognition on the global stage at Cannes, Global Festival of Media and Adweek’s International Media Campaign of the Year.