Initiative COO Geoff Clarke takes on expanded Mediabrands role
Chief operating officer (COO) of Initiative, Geoff Clarke, has added the newly created role of COO Mediabrands Australia to his remit.
In the new role, Clarke will oversee operational and organisational improvements across the entire group.
Clarke
He was promoted to the national role at Initiative in 2016, providing the leadership, management, compliance and systems for business growth and overlooking the agency’s financial strength and operating efficiency.
CEO Mediabrands Australia, Mark Coad, said Clarke will still be present in the operations of Initiative despite his additional role.
“Geoff is an outstanding leader. While still keeping his fingers 100 per cent on the pulse at Initiative, he successfully positioned Mediabrands as an industry leader in the use of automation and BOTs considerably reducing repetitive and menial work and significantly improving the way we work across the entire Group,” he said.
“As part of his expanded role Geoff will continue to lead IPG’s transformation agenda throughout APAC, while leading operational integration and the way our Australian businesses continue to work and collaborate together across our entire client portfolio.
“Importantly will also retain his COO and business growth development responsibilities at Initiative, working alongside Melissa and her senior leadership team.”
Clarke added: “I am going to be busy, but it is an exciting time to be in the industry. My goal is for our clients to engage Mediabrands’ agencies knowing the unique business solutions we offer are fully effective and designed for ambitious growth. This can only happen when the best operational and procedural innovations are in place and the most talented teams are available to service clients.
“We have both at Mediabrands’ and I am excited to bring my specialist operational skillset to all our businesses not just Initiative, and continue to drive transformational change to meet the needs of our clients today and into the future.”
The expanded remit is effective immediately.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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