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People: Caleb Watson Appointed as Initiative Guangzhou General Manager, After Holding the Position at Starcom Brisbane Australia

SINGAPORE Initiative, the culturally-driven media agency within IPG Mediabrands, have today announced the appointment of Caleb Watson to General Manager Initiative Guangzhou.

With a media career spanning 25 years industry experience across Europe and the Pacific; Watson joins Initiative from his previous position as General Manager, Starcom Brisbane Australia.

Prior to that, Watson worked client side as General Manager, Media at Telstra, with previous roles including Client Services Director at Ikon Sydney, and European Media Manager at Mediaedge:CIA global team.


During his media career, Watson has provided strategic direction across a number of blue chip clients including Nestle, Vodafone, Visa International, Coca-Cola and Procter & Gamble; producing work that has been acknowledged both locally and internationally in award festivals.

Will Anstee, Initiative APAC president commented, “This appointment is a significant one for Initiative, its representative of our growth into Southern China”. Anstee continues “Caleb has shown demonstrable strength in managing large business to product and commercial success.” 

Caleb Watson added, “Initiative is on a growth trajectory driven by a pioneering belief with a clear and focused vision. The progressive and nimble nature of the global network enables a truly ‘culturally’ driven approach to people, partners and the market.”   

Watson continued, “I am incredibly excited by the move to Guangzhou and the opportunity to learn from one of the most powerful and technologically advanced markets in the world”.

Watson will report to Richard Zhang, Managing Director Initiative Shanghai, “We are so excited to have Caleb on board to lead our Guangzhou business. His rich multi-category experience, and great passion for this fast changing market will bring new energy to Initiative’s growth acceleration”. Watson’s appointment is effective immediately.



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 TM – creates relevant, long-lasting consumer connections that drive business results.

Part of IPG Mediabrands, the global media arm of Interpublic Group of Cos. (NYSE: IPG), Initiative employs 3,200 of the smartest and most diverse talent in the industry in over 80 countries and represents almost $16 billion in annual billings for blue-chip clients, including LEGO, Carlsberg, Dr. Pepper Snapple Group, Merck and Unilever. For more information, visit

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