UPDATE: Initiative’s Melissa Fein, Sam Geer, and Chris Colter confirm move to Accenture Song
UPDATE: Accenture Song has confirmed it has hired Melissa Fein, Chris Colter and Sam Geer from Initiative.
In a statement given to Mumbrella on Friday morning, Accenture said the appointments will “support Accenture Song’s promise to create impact for clients through the integration of creativity, technology and media, and will significantly enhance and expand the existing media services offered to Song’s clients in ANZ”.
“There is no doubt that media is a business growth driver and strategic differentiator for our clients. Melissa, Sam and Chris are strong hires for us, and their addition to our team in Australia reflects our global strategy to deliver future facing media and integrated solutions for our clients,” Accenture Song ANZ president, Mark Green, said.
“Media is a growth area globally for Accenture Song and we are seeing momentum in our end-to-end media offerings in all regions. These appointments serve to extend our footprint into this market that will improve our ability to service the region.”
Accenture Song declined to comment when asked by Mumbrella if Fein, Colter and Geer were being brought in to lead a new media arm.
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Following reports of their exits on Thursday evening, IPG Mediabrands has confirmed the departure of three Initiative senior leaders.
On Friday morning, the group confirmed the resignations of Initiative CEO, Melissa Fein, chief strategy and product officer, Chris Colter, and national managing director, Sam Geer, in a statement given to Mumbrella.
“While we respect that there are many questions to be asked and answered, no further comment will be made at this time,” the statement reads.
“Further details will be provided in due course. At this early stage, we acknowledge the tremendous contribution that Melissa, Sam and Chris have made to Initiative and the wider IPG Mediabrands company.”
Melissa Fein
Mumbrella understands that Fein, Colter and Geer will lead a new media arm at Accenture Song.
Mumbrella has contacted Accenture Song for comment.
Speaking to Mumbrella, TrinityP3 media business director, Stephen Wright, said the moves could suggest a big shift for the local industry.
“The great thing about the media industry is how dynamic the space is. We see talent and money flow to the best opportunities all the time and that’s what keeps our industry healthy and vibrant,” Wright said.
“Accenture’s move overnight has the potential to significantly realign the media agency sector in Australia and will be watched closely by clients and competitors alike.
“The loss of Mel, Sam and Chris is significant – they are one of the best pitch teams in Australia and Initiative’s new business record is testament to that. Initiative Australia has done a lot of work to establish itself as a leader globally and the opportunity for Mark Coad and the team now is to bring fresh eyes and build the next evolution of their product.”
Sam Geer
Fein has been at Initiative for nearly seven years, joining in 2017 as chief executive. She joined from IPG Mediabrands’ partnerships and brand experience agency Ensemble, where she spent around 18 months as CEO.
Geer joined Initiative in 2018 as chief strategist, from fellow IPG Mediabrands agency UM. In 2020, he was elevated to national managing director, in a move Fein described at the time as being because of his “trailblazing strategy leadership”.
Colter joined in 2019 as national strategy director, also from UM. Alongside Geer in 2020, he was promoted to chief strategist, before moving into the chief strategy and product role in late 2022.
Under their leadership, Initiative has been widely commended as one of Australia’s leading media agencies, with a client roster including Sanitarium, Priceline, Specsavers, Crown Resorts, Afterpay and Pernod Ricard, among many other leading brands.
Chris Colter
In March, Mumbrella revealed that DuluxGroup has taken its master media account to pitch, which Mumbrella understands Initiative was invited to partake in.
It has also been invited to re-pitch for Specsavers, which went to market last month.
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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The comments above do not apply to Chris Colter. I have never met anyone who teaches and elevates young strategists like Colts. He is brilliant, gives back to our industry selflessly, and has time for everyone. One of the good guys! Deserves his new 10x salary, haha.
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Good on them. They built a big brand for the 3 of them over the last 5 years. It worked for IPG until it didn’t. I hope now the team behind them are able to be more recognised publicly and internally.
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There have been rumblings of these 3 talented individuals leaving to start something for a while. I’m disappointed it’s this, a big salary and the chance to make a global consultancy born out of an ethical dilemma even bigger. What a missed opportunity to create something fresh and new and for yourselves.
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You’d imagine the IPG legal team are checking the fiduciary duty clause in the CEO contract….
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And hanging ‘their’ people at Initiative out to dry.
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You’d also imagine Accenture’s legal seating IPG’s team for breakfast
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these three definitely took $500k each as a base. and the monkeys are smart because these three will basically turn all of initiatives ex clients into new creative monkey clients and media once the non competes wear off.
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Ha! The same values this leadership team had when they gushed about their shared beliefs with Crown casino.
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The bloody funny thing is that IPG is the true legend in this tale. Am I the only one noticing these folks have been slogging it out building up their own personal brand by milking Initiative’s brand and teams? Awards and smiles hogging the limelight on the stage while a bunch of poor stressed blokes are doing all the real donkey work in the background. Good on ya, Accenture. You’ll need all the luck you can get 😉
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While I think Colts and Sam are incredible talent and human beings, it’s a shame that 3 of the leadership team are leaving so many who worked under them in the lurch with this move, especially considering the loss of some big clients recently.
It isn’t a good look for their current clients and the team that works so hard in keeping the place afloat while the leaders seek their own recognition and awards.
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Good luck Accenture, all that glitters is not gold.
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No Danny Bonus at Accenture I suspect
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Not to mention their clients. Not a great look for our industry
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A big gain for Song. If Song can offer more than IPG, so be it… the traditional agency model is diminishing in value… IPG should have created a succession model and wouldn’t have any issues..
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Chill jimmy
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