Simon Reid and Nick Durrant get new roles within IPG Mediabrands’ Initiative and Magna

IPG Mediabrands has appointed Simon Reid and Nick Durrant as national head of partnerships at Initiative and general manager of investment at Magna, respectively. Both will start in their new roles on 2 March.

Reid’s promotion sees him take up the national role from head of partnerships at Initiative Melbourne, a position he has held at the media agency for four years. Durrant, meanwhile, steps sideways from Initiative into stablemate Magna, IPG Mediabrands’ investment and intelligence division.

Simon Reid (left) and Nick Durrant (right) both move into their news roles from within the IPG Mediabrands group

Durrant was chief partnerships and investment officer at Initiative since 2017, and general manager of trading at News Corp for more than four years before that.

In his new role, he will support Magna’s managing director Victor Corones to focus on the company’s media investment and performance.

“Nick Durrant’s passion is in the data and capabilities space. He brings a unique, future-focused lens on the evolution of media investment insights and implementation and he will be a valuable addition to our Magna team,” Corones said of his latest hire.

Initiative’s CEO Melissa Fein thanked Durrant for his time at the agency but said she’s glad he’ll remain within the IPG Mediabrands family.

“We’re excited for Simon to take on this new role and join the national leadership team. He has a wealth of experience in building strong business partnerships, high level negotiation and delivering exceptional results for our clients,” Fein said.

“I also want to thank Nick for his time at Initiative; he has been an important part of the leadership team and we’re really pleased he’ll continue to work closely with us in his new role.”


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