Anneliese Douglass to head strategy at Initiative

Anneliese DouglassAnother member of staff is to move from media agency Universal McCann to fellow Mediabrands agency Initiative with the appointment of Anneliese Douglass into the new role of national strategy director.

Initiative boss Tracie Michael, formerly at Mindshare, said: “I tried to hire Anneliese two years ago in my previous role. I believe she is one of our industry’s most insightful and effective strategists, with a superb track record on major brand names.”  

Douglass was also client services director at UM on the agency’s national Unilever account for seven years, during which time the agency won a Cannes Media Gold Lion and the Cannes Media Grand Prix for the Lynx Jet campaign. Prior to UM she worked at Bellamy Hayden.

She said: “Working with Tracie Michael and the national strategy role at Initiative is a great opportunity.”

Douglass, who starts on September 27, will see some familiar faces when she moves across. Andrew Davis moved from UM to Initiative as digital director, while Initiative’s new Sydney MD Chris O’Keefe also made the switch from UM. Last week, Andrew Mudgway was named as managing director of Initiative Melbourne.

Meanwhile, the vacancy created by Douglass will be an early one for new UM CEO Mat Baxter to ponder when he starts later in the year after working his notice period at Mediacom.


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