Andrew Livingston new CEO of Initiative

andrew_livingstonMediacom’s Andrew Livington is to be the next CEO of rival agency Initiative. He replaces Tracie Michael.

According to the announcement from Initaitive’s parent company Mediabrands, Livingston – who handed in his notice last night – was the managing director designate at Mediacom Sydney. Mediacom CEO Toby Jenner told Mumbrella this was not true.

Livingston was head of client communications planning at Mediacom.

Mediabrands executive chairman Tajer said in a statement: “The criteria for selecting the CEO of Initiative was to identify the best candidate in a new class of media agency management and someone who would enable us to realize the amazing talent and potential within Initiative Australia.

“The media industry is being constantly redefined and Andrew Livingston is one of the talents leading the industry’s new thinking and evolution. He is clearly the best candidate to lead Initiative forward and I am delighted he has accepted the role.”

Livingston’s start date, which will probably be dependent on contractual arrangements with Mediacom, has not yet been set.

Prior to Mediacom, Livingston was national negotiations director  at ZenithOptimedia Sydney. Prior to Optimedia, he worked at media agencies in the UK including Initiative and MEC.

He said: “Initiative represents a great opportunity. It has a long history in the Australian market, and I look forward to bringing new leadership to the agency and clients going forward.”

Michael’s departure was announced by Initiaitve four months ago.


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