IPG Mediabrands Appoints Dimitri Maex Global CEO of Initiative, and Jarrod Martin Global CEO of Reprise Digital
28 April 2022 - 11:30PM
Business Wire
Maex and Martin both bring deep performance and
analytics expertise as Mediabrands positions all units to better
help clients drive marketing transformation through data
IPG Mediabrands named performance marketing expert Dimitri Maex
as Global CEO of Initiative, its full-service global brand, and
appointed Jarrod Martin, an experienced data and analytics leader,
as Global CEO of Reprise Digital, the Mediabrands digital marketing
and e-commerce specialist agency.
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Jarrod Martin, Global CEO of Reprise
Digital; Dimitri Maex, Global CEO of Initiative. (Photo: Business
Wire)
Martin is assuming the top spot at Reprise from Maex, who had
been Reprise’s Global CEO since 2019, while Martin was previously
Global Chief Operating Officer at Initiative. The two executives
share a background as longtime Mediabrands leaders with a depth of
expertise in data- and performance-marketing capabilities at
Mediabrands:
“In Dimitri, we have a seasoned global leader who has turned
Reprise into a performance marketing powerhouse, and he will bring
that experience to Initiative to enhance its already powerful
product in the marketplace benefiting clients and teams alike,”
said Daryl Lee, Global CEO of Mediabrands. “Jarrod will be equally
transformative as he applies his AI and analytics expertise to
accelerate the depth and power of our precision digital and
e-commerce solutions.”
Lee continued: “Plus, what is more satisfying than promoting
next generation leaders from within. Both Dimitri and Jarrod
exemplify Mediabrands’ deep bench of talent who were born and
raised in a data-rich world.”
Under Maex’s leadership at Reprise, the specialist agency has
grown substantially by simplifying capabilities and integrating
around clients. Maex 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 global clients. He
scaled the performance marketing content capabilities of Reprise by
building out key hubs around the world.
“Performance marketing is no longer a subset of a marketing
strategy, it needs to be the core of any integrated marketing
strategy,” said Maex. “I am excited to be asked to lead Initiative,
an industry leader in media craft and cultural creativity, through
its next chapter as we look to enhance the performance of all
media. And I look forward to working closely with Jarrod as we
build integrated teams for our clients.”
Over the last five years at Initiative, Martin turned his
passion for data and insights into a competitive advantage for the
award-winning global agency. He has been a champion of building new
service models for clients across core data functions of digital
reporting, analytics, and optimization. Martin’s career at
Mediabrands began in 2013 where he started a specialist analytics
unit in Australia, later moving to New York, becoming Global
President of Mediabrands Insights before joining Initiative.
“I am absolutely thrilled to be joining Reprise,” said Martin.
“During my time at Initiative, I frequently collaborated with my
colleagues there as we built out Initiative’s suite of analytic
services, so it is incredibly gratifying to now work with them from
the inside to accelerate the shift to more AI-driven solutions for
our clients.”
It’s not the first time Maex and Martin crossed paths as they
both worked at OgilvyOne in London 20 years ago, a time they call
the “go-go years”.
Earlier this week, it was announced that Maex would become
Global CEO at Initiative, succeeding Amy Armstrong, who is leaving
Initiative to join one of the agency’s long-standing clients,
Amazon. Armstrong, whose 25-year career at IPG included five years
in top leadership roles at Initiative, will become Director of
Global Client Development at Amazon Ads.
About Mediabrands IPG
Mediabrands is the media and marketing solutions division of
Interpublic Group (NYSE: IPG). Mediabrands manages approximately
$40 billion in marketing investment globally on behalf of its
clients and provides strategic services and solutions across its
award-winning, full-service agency networks UM and Initiative and
through its innovative marketing specialist companies Reprise,
Magna, Orion, Rapport, Healix, Mediabrands Content Studio and the
IPG Media Lab. Mediabrands clients include many of the world’s most
recognizable and iconic brands from a broad portfolio of industry
sectors. The company employs more than 13,000 marketing experts in
more than 130 countries representing the full diversity of
humanity. For more information, please visit our website: and be
sure to follow us on LinkedIn, Twitter or Instagram.
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.
About Reprise Digital
Reprise is one of the world’s largest performance marketing
networks, with over 3,000 experts across 68 offices in 45 markets.
We offer a complete suite customer-centric performance marketing
services including, but not limited to, Strategy, SEO, Paid Search,
Social, eCommerce and Creative. Part of the Mediabrands division of
the Interpublic Group (NYSE: IPG), Reprise is headquartered in New
York. To learn more about how we can empower your business, please
visit www.reprisedigital.com now.
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version on businesswire.com: https://www.businesswire.com/news/home/20220428005214/en/
Press: Rahel Rasu Global Chief Communications Officer,
Mediabrands rahel.rasu@mbww.com
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