Singapore – Initiative, the Fame and Flow agency within IPG Mediabrands, has announced the appointment of three new senior client-facing roles, with Hatty Wetzki as the regional client business director, Lucy Jacobsen as the group client director, and Sheena Deutscher as senior communications design director

In her new role as regional client business director, Wetzki will help in rolling out a global strategy for Nike, building fame and flow across its key markets around APAC. She brings exceptional brand knowledge and expertise to the region for the agency, having joined Initiative after nearly 11 years as marketing director at Nike EMEA. 

Also joining Initiative is Jacobsen, who was previously the APAC lead for the Google Cloud portfolio at EssenceMediacom. As the new group client director, she will utilise her deep knowledge of B2B performance media to lead the Amazon AWS business for Initiative APAC, staying at the very forefront of digital, product, and technology innovation. 

Rounding up the new hires is Deutscher, who is set to join the LEGO client team. She joins Initiative from her previous role as a client-side placement at Chanel through the luxury brand’s agency, PHD. In her new role as senior communications design director, she will apply her global cross-category experience to deliver strategic global priorities and planning excellence to the LEGO brand around APAC. 

The three new Initiative client leadership appointments will be based in their Asia-Pacific RHQ office in Singapore and are effective immediately.

Commenting on the new hires, James Smyllie, president of Initiative APAC, said, “We could not be more delighted to welcome Hatty, Lucy, and Sheena to the Initiative APAC regional team, where they will partner with flagship clients such as Amazon, Nike, and LEGO. These recent appointments are testament to the strength and quality of the client partnerships we build at Initiative and the resonance of the Fame and Flow proposition that continues to attract and retain market-leading brands and exceptional talent.”