Initiative chief operating officer Geoff Clarke is now also COO across Mediabrands Australia. CEO Mark Coad said the promotion was recognition for leading the group's transformation programme.

“Geoff is an outstanding leader," said Coad. "While still keeping his fingers 100 per cent on the pulse at Initiative, he successfully positioned Mediabrands as an industry leader in the use of automation and BOTs, considerably reducing repetitive and menial work and significantly improving the way we work across the entire group."

A 30-year veteran, Clarke rose through the ranks to become MD of Mediacom Australia in 2013 before joining Initiative in 2015. Since then, the agency has notched significant growth.

"I am going to be busy," said Clarke. "But it is an exciting time to be in the industry."

He said the group's focus on growth-driven solutions "can only happen when the best operational and procedural innovations are in place and the most talented teams are available to service clients." Mediabrands, he said, "has both". 

Clarke's new remit is effective immediately.