Initiative Australia boosts digital firepower; hires Álvaro Anguita as national head of digital

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Initiative Australia boosts digital firepower; hires Álvaro Anguita as national head of digital

Initiative Australia has appointed internationally renowned digital expert Álvaro Anguita as national head of digital Australia, to lead its national digital capabilities.


The Spaniard joins Initiative in May, based in Sydney. As part of his role Anguita will lead all digital output from across Initiative Australia’s offices, adding significant firepower to the agency’s digital capabilities and continuing to build its global reputation for inspiring growth for ambitious brands.

Says Melissa Fein, CEO Initiative Australia: “We had some incredible conversations with talent located across the globe from both inside and outside the IPG network. But we were delighted to find that one of the best global digital experts already worked for IPG Mediabrands and was keen to make the move to Australia.

“We’re thrilled to have found Álvaro, a leader who knows our vision as an agency and has a brilliant ability to push beyond the traditional by using a heady mix of insight, data, creativity and technology to create the best pieces of work.”

Most recently Anguita was business lead based out of Reprise| IPG Mediabrands Madrid, where he led all new business pitches for the agency; inspired digital growth opportunities within Mediabrands and delivered innovative and profitable solutions to clients through fresh thinking and a brave approach to digital marketing.

On his new role Anguita says: “Initiative Australia has become a media powerhouse in the Australian market. My job is to work with Mel and her team and continue to build that momentum and see our people and our business grow alongside some of the best, bravest clients out there. I’m here to connect different talents and capabilities, people and brands and I’m thrilled with the opportunity to think outside the square work for our clients and produce some truly inspirational work.”

A world-class digital expert, Anguita has held a range of senior roles including digital business and clients director at Publicis Media Group and DMP and audience manager at WPP Group (Neo@Ogilvy). Through these roles he garnered more than a decade of experience working in digital marketing, strategic management, planning and business development and building a passion for sales, data, technology and creativity with a strong focus on selling e-commerce and performance marketing solutions.

In a further boost to its digital capabilities, Initiative announces the promotion of Rebecca Harris to Sydney head of digital reporting to GM Sydney, Jo McAllister. She will work closely with Anguita adding outstanding local knowledge and expertise to his international skills and capabilities.

Says Harris: “I’m thrilled to be taking on the role of Sydney Head of Digital and can’t wait to drive digital innovation and craft bespoke solutions for our clients using the best-in-class capabilities of our talented team! Outside of this promotion, I’m truly excited to work for a company which values flexibility in returning from parental leave through offering me elasticity in my workdays; it’s just another example of how Initiative thinks outside the square and works with each individual to find solutions that work both for the business and the employee.”

Adds Fein: “We are an agency on the move and we need people like Alvaro and Rebecca to build digital experiences for our clients like no other agency can, their passion will spark another exciting stage in Initiative’s journey. I could not be more delighted with the strength of our digital team and I welcome Alvaro and offer my congratulations to Rebecca for her well-deserved promotion.”

Anguita joins in May and Harris’ promotion is effective immediately.