Initiative
Will Spence is a seasoned media executive with extensive experience in account management and client leadership roles. Currently serving as the Global Chief Operating Officer, Global Head of Clients, and Global Managing Partner at Initiative since October 2017, Will Spence leads the global management of the LEGO media account. Previous positions include Regional Managing Partner at IPG Mediabrands, Chief Operating Officer at m/SIX, and Chief Client Officer at UM Australia, where responsibilities encompassed international client business development and national client team leadership. Will Spence has also held significant roles at OMD and MindShare, focusing on high-profile brands and successful campaign launches. Will Spence earned a Bachelor of Arts degree in History from Newcastle University.
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Initiative
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Initiative is a full-service global media agency built to grow brands through culture. The agency’s approach to rapidly interpreting and acting on cultural data signals – Cultural Velocity – creates relevant, long-lasting consumer connections that drive business results.