Initiative reorganizes leadership team


Initiative has undergone a strategic reorganization of the agency in order to build the capabilities of the network and focus on the growth of the company. The reorganization was led by Richard Beaven, CEO, Worldwide and is part of an ongoing business review which Richard instigated when he was appointed CEO in March.

Mario Mateus has been promoted from Chief Executive Officer, Initiative Portugal to President, Initiative Europe, Middle East and Africa. Mario joined Initiative in 1994 and by 2003 had risen to CEO of the Portugal office. He led a successful overhaul of the Portuguese agency, reengineering operations and driving new business. Mario is a digital champion and is the brains behind Initiative Portugal’s ‘agency online’ which gives clients access to services and workflow anytime, anywhere.

In Asia Pacific, Roger Camplisson has been appointed Regional Representative. He is currently Chief Executive Officer, Initiative Australia, and will retain this role in addition to his new regional responsibilities. Roger joined Initiative UK in 1993 and in 2000 relocated to Singapore to run Unilever in the region. Three years later he was promoted to CEO of Initiative Australia. Roger is responsible for turning around the fortunes of Initiative Australia and is the architect of the agency’s uniquely integrated online, search and mobile.

In Latin America, Jean-Christophe Petit has been promoted from President, Initiative Latin America to President, Mediabrands Latin America. Annetta Cembrano steps up from her position as Chief Executive Officer, Initiative Chile, to take over as President, Initiative Latin America. 

Annetta has worked in media for over 20 years. She held senior positions at Ogilvy & Mather and MindShare, before joining Initiative Chile in 2004. 

In addition to the regional appointments, Initiative has also created a new role to further the development of digital solutions around the network. Bant Breen has been appointed President, Worldwide Digital Communications and will spearhead Initiative’s pioneering work in emerging media. Bant has held many leading digital roles with IPG and most recently has divided his time between running IPG’s Media Lab and developing Initiative’s digital offering. This appointment sees Bant joining Initiative, full time.

Bant Breen and the newly appointed regional heads will join the new-look Worldwide Leadership Team at Initiative, comprising:

Richard Beaven, Chief Executive, Worldwide
Janet Fitzpatrick, Worldwide Director, Communication Planning
Sue Moseley, Worldwide Director, Research and Futures
Bant Breen, President, Worldwide Digital Communications
Tim Spengler, President, USA
Mario Mateus, President, EMEA
Annetta Cembrano, President, Latin America
Roger Camplisson, Regional Representative, Asia-Pacific.