Initiative nabs Mindshare’s Paige Wheaton as new chief investment and partnerships officer

IPG Mediabrand’s Initiative has appointed Mindshare’s Paige Wheaton to the role of chief investment and partnerships officer, also joining the agency’s senior leadership team.

Wheaton brings 15 years experience to the role, having first joined the GroupM agency in 2017 as group investment director, and before a number of promotions, with her most recent title being national head of investment.

At Initiative, she will be based in Sydney, heading up the agency’s investment and partnerships approach and working closely with clients nationally. The agency’s recently appointed accounts include Pernod Ricard, Sanitarium, Jemena, Fitness & Lifestyle Group and Energy Australia.

Initiative Australia CEO Melissa Fein said investment and partnerships underpins the overall success of the agency and it is essential that an exceptional talent leads this team.

Fein commented: “As Initiative looks to evolve its investment and partnerships offering, I believe we have found a phenomenal talent in Paige. Her experience across the full funnel, not just traditional, makes her a unicorn in this market. Compounding that is her knowledge in the purpose-driven area of investment which perfectly complements Initiative’s ethos in this space.”

Wheaton added: “Initiative’s value proposition, culture and suite of investment products and services will allow me to develop meaningful relationships with our partners, delivering on-point creative investment strategies and campaigns that outpace the current market standard.

“I’m passionate about making an impact. The most exciting thing is having a thriving community of investment individuals who I can help grow and develop in their careers. I’m a hugely people-centric leader and I’m so excited to partner with the investment leads in each of the markets to deliver on that promise.

“The other element that excites me is the culture at Initiative which they are so renowned for. It’s what initially attracted me to the role and having the opportunity to truly deliver market-leading work was the icing on the cake.”

Initiative national managing director Sam Geer said: “Put simply, Initiative wants the market’s best talent, and we have heard from media owners time and time again that Paige is exactly that. She joins us at a time when our product is evolving and the integration of Performance, Digital and Traditional has never been more critical. With Paige’s knowledge and experience in this area we have found the perfect match to drive our investment proposition into the future.”

Wheaton’s appointment is effective mid-July. She replaces Simon Reid, who left the agency earlier this year.


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