People Moves

Initiative drives growth plans with Watkins hire

Initiative has appointed Anna Watkins in a newly-created role as managing director and head of digital in the UK, effective March 12.

Formerly group managing director at digital agency Grand Union, Watkins comes from a creative and digital background having previously spent six years at M&C Saatchi.

In her new role, she will be charged with developing the agency and ensuring that Initiative’s work reflects the new opportunities that exist within media, as well as leading all aspects of digital within the agency.

She will report to Initiative UK chief executive Alex Altman.

“Anna’s appointment is a sign of our ambitions as a business and of our commitment to clients,” says Altman. “It’s great to have someone who is digital through and through helping to shape and influence the direction of the agency. It indicates a positive change for Initiative and indeed for the future of the industry.”

Jenni Baker, London