Initiative Sydney promotes Nick Wokes to general manager

Initiative Sydney has promoted client group director Nick Wokes to the role of general manager after 11 months with the company.

Wokes joined the IPG Mediabrands agency in January this year, as part of a series of appointments and changes.

He replaces Marcelle Gomez, who quietly departed in May after seven years with the agency, including one as general manager.

Wokes takes the helm of Initiative Sydney with more than 14 years experience with Mediacom and Match in Sydney as well as with Zenith in New York.

As part of his new role, Wokes will be responsible for Initiative Sydney’s performance, but he will also handle the agency’s clients – including Cancer Council NSW, the Australia Institute of Company Directors and Pizza Hut.

Melissa Fein, CEO of Intiative said Wokes was “high-calibre executive” and a “great team and client leader”.

“His new leadership in Sydney will bring greater energy and focus to driving the agency’s performance for our people and our clients,” she said.

Wokes appointment comes six months after the agency relaunched with its new ‘cultural branding positioning’.

In September, Initiative’s head of partnerships Ian Smith left the company to join News Corp while News Corp’s national general manager of trading Nick Durrant joined Initiative as national chief partnerships and investment officer.


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