Initiative Melbourne MD Shaun Briggs takes Specsavers’ media planning role

Managing director of Initiative Melbourne, Shaun Briggs, has joined Specsavers to manage the company’s media planning.

Briggs’ departure is the latest move from the agency’s Melbourne office which saw strategy chief Sérgio Brodsky leave in October as part of a restructure of its national strategy lineup.

Briggs moves from Initiative to client, Specsavers

Briggs joined Initiative to head the Melbourne office in 2016 after a four-year stint with Dentsu Mitchell as head of client services and later Melbourne GM. He had previously worked with the then Mitchells Communication Group between 2002 and 2007 before joining Mediacom.

Initiative has also held Specsavers’ media account since 2016, having won it from Mediacom in a competitive pitch.

Specsavers’ most recent campaign in September saw the brand move away from its long-standing ‘Should have gone to Specsavers’ tag which featured short-sighted people bumbling into unexpected situations, to a more confronting ‘Your eyes are priceless’ series showing the value of eyesight.

Mumbrella understands Briggs’ role is a new one created within the organisation and he will report to marketing director Sarah McInnes. Both Specsavers and Initiative have been contacted for comment.


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