IPG Mediabrands Names Dimitri Maex Global CEO of Initiative
IPG Mediabrands has appointed Dimitri Maex as the new Global CEO of Initiative, replacing Amy Armstrong, who is transitioning to a role at Amazon Ads. Maex, previously the Global CEO of Reprise Digital, has been credited with significant growth and innovation at Reprise, merging departments to enhance performance marketing. Under his leadership, Reprise developed a comprehensive suite of digital marketing solutions. His focus will be on building Initiative's momentum as a leader in media and cultural creativity.
- Dimitri Maex appointed as Global CEO brings extensive performance marketing experience.
- Maex's leadership at Reprise led to substantial growth and enhanced capabilities.
- Increased focus on integrating performance marketing aligns with Initiative's growth strategy.
- Amy Armstrong's departure could create leadership gaps during the transition.
Previously Global CEO of Reprise Digital, Maex will build on Initiative’s momentum as an industry trailblazer and client champion
As Reprise’s Global CEO since 2019, Maex guided the agency through its most rapid years of innovation and growth. Maex is replacing
“Amy is an industry trailblazer, and a passionate client champion, so it is no surprise that one of our most valued client partners has tapped her for their next exciting chapter of growth,” said
Under Maex’s leadership, Reprise has grown substantially by simplifying capabilities and integrating around clients. He merged the search and social departments into integrated performance marketing teams dedicated to clients and aligned to the core global brands of Initiative and UM. He launched Reprise Commerce and grew that practice into a leading global capability with a full suite of solutions for our top global clients. He scaled the performance marketing content capabilities of Reprise by building out key hubs around the world.
Prior to his leadership role at Reprise, Maex was the
“Initiative is a beacon of media craft and cultural creativity in our industry, and I am excited to become its next global leader,” said Maex. “While at Reprise, I seized every opportunity to collaborate with Initiative and I look forward to working closely with Initiative clients and teams to build the future together.”
About Mediabrands
About Initiative
We’re a global media agency designed to grow brands through culture. Over the last three years, we’ve been named as the fastest growing media agency in the world by independent media ratings agency, RECMA. Key to our success is the fact most media agencies are built for brand awareness, with a bias for paid media. We’re a little different. We’re built for brand relevance, with a bias for Cultural Velocity. We believe the brands that succeed move and adjust with consumers at speed, showcasing their relevance and meaningfully contribute to their lives. We call this Cultural Velocity™- a measure for the speed at which a brand moves through culture to drive relevance. The faster a brand can move with culture, the more relevant they become and the greater the growth.
Operating in over 90 countries, Initiative employs 4,000 of the smartest and most diverse talent in the industry.
View source version on businesswire.com: https://www.businesswire.com/news/home/20220419005888/en/
Chief Communications Officer, Mediabrands
rahel.rasu@mbww.com
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