Initiative Sydney appoints Sean Richardson in newly created role of strategy director

Sean Richardson (left) has been appointed strategy director of Initiative Sydney as the agency continues to build out its strategy team and resources under recently arrived national CEO Lee Leggett.

Richardson’s role is a new position for Initiative Sydney and he will report to David Fish, chief strategy officer of Initiative Australia.

Says Leggett: “We are placing great emphasis on talent at Initiative, particularly our strategy capabilities in working with Sydney-based clients. We also have significant recent new business wins like iNova, TAL and Sony Music that will benefit from these elevated capabilities.”

Says Fish: “Sean’s new role will be to lead the Sydney agency’s strategic thinking and resources with an expanded department working across current clients and business development.”

Richardson has worked on strategy development and implementation for Initiative for the past three years and prior to that he worked at Zenith Optimedia for six years.

Says Richardson: “One of my first tasks is to continue building the Sydney strategy team and I will be looking for the best talent we can find to build upon our award-winning output.”

As well as Sony Music, iNova and TAL, Initiative’s major clients in Sydney include Kia, Hyundai, ASOS, Clorox and Seiko.