Initiative names Leon Sammartino as communications design lead in Melbourne

Former Dentsu Mitchell Melbourne group client service director Leon Sammartino has been appointed by Initiative Melbourne in the newly created role of head of communications design.

Leon Sammartino taking on the newly created role at Initiative

The announcement:

Initiative Melbourne has announced the appointment of Leon Sammartino as head of communications design, a new position at the agency.

Sammartino is previously group client service director of Dentsu Mitchell in Melbourne. He is a 17-year veteran of the Melbourne media market with extensive experience across the automotive, finance, FMCG and retail sectors. He has recently led account management and strategy development on major accounts including Renault Australia, Home Hardware and Dr Oetker.

As Initiative continues to build out capabilities for its cultural branding positioning, Initiative Melbourne managing director Shaun Briggs said Sammartino’s skills were an ideal fit for Initiative’s future. “Leon is an evidence-based planner, with a belief that solutions are born out of a deep understanding of the audience, the market and culture in which the brand operates,” said Briggs.

Sammartino’s key roles for Initiative Melbourne are in helping to lead the connectivity between people and brands across the full communications ecosystem, thought leadership and new tools for channel planning, as well as developing up to date training for agency executives in channel planning fundamentals and their evolution. He will also be a member of Initiative Melbourne management team.

On taking his new role, Sammartino said he was very attracted to Initiative’s focus on cultural planning and was looking forward to working with Initiative Melbourne clients including Specsavers, Officeworks, JB Hi-Fi and Bunnings.

Source: Initiative press release


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