Initiative, Reprise Digital Appoint Global CEOs

Mediabrands named performance-marketing expert Dimitri Maex as Global CEO of Initiative and Jarrod Martin, as Global CEO of Reprise Digital, the Mediabrands digital marketing and ecommerce specialist agency.

Martin takes the post at Reprise from Maex, who had been Reprise’s Global CEO since 2019. Previously, Martin was Global Chief Operating Officer at Initiative. Maex succeeds Amy Armstrong, who left for a post at Amazon in April. 

Daryl Lee, Global CEO of Mediabrands, called Maex a "seasoned global leader who turned Reprise into a performance-marketing powerhouse." He added that Martin will be “equally transformative as he applies his AI and analytics expertise to accelerate the depth and power of our precision digital and ecommerce solutions.”

Maex merged the search and social departments into integrated performance-marketing teams at Reprise. He also launched Reprise Commerce. “Performance marketing is no longer a subset of a marketing strategy, it needs to be the core of any integrated marketing strategy,” he said.



Over the last five years at Initiative, Martin built new service models for clients across 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, to become global president of Mediabrands Insights before joining Initiative.

IPG is the parent company of both agencies.

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