Initiative Announces APAC Leadership Hires With Hatty Wetzki, Lucy Jacobsen & Sheena Deutscher

Initiative, the Fame & Flow agency within IPG Mediabrands, has announced the appointment of three client-facing senior roles in their Asia-Pacific RHQ office. Hatty Wetzki has been appointed Regional Client Business Director, Lucy Jacobsen Group Client Director, and Sheena Deutscher has been appointed Senior Communications Design Director.

Wetzki joins Initiative after nearly 11 years at Nike in EMEA as a Marketing Director, bringing brand knowledge and expertise to the region for the agency. As Regional Client Business Director she will help Nike build Fame and Flow across key markets around APAC, rolling out global strategy.

Previously APAC lead for the Google Cloud portfolio at EssenceMediacom, Jacobsen joins Initiative as Group Client Director bringing her knowledge of B2B performance media to lead the Amazon AWS business for Initiative APAC.

And finally, the LEGO client team has been bolstered by the hire of Sheena Deutscher. She joins Initiative from her previous role as a client-side placement at Chanel through the luxury brand’s agency, PHD. In her new capacity as Initiative’s Senior Communications Design Director, Deutscher will apply her global cross-category experience to deliver strategic global priorities and planning excellence to the LEGO brand around APAC.

“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,” said James Smyllie, President of Initiative APAC.

“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.”