News Digital Media strategist Rob Pyne switches to chief strategy officer role at Initiative, Sydney

Rob Pyne is joining media communications agency Initiative as chief strategy officer, effective April 23. He is the first hire by newly arrived national CEO Andrew Livingston.

Pyne, a highly experienced executive on both the media owner and agency side of the business, is currently head of client media strategy at News Digital Media. He has held the role for the past two and a half years and has worked with agencies and clients on strategy and execution within News Digital Media properties.

Prior to News Digital Media Pyne was national strategy director at OMD based in Sydney and before that he worked for seven years with Universal McCann in China and Australia.

“Having an executive of Rob Pyne’s calibre joining the agency is a big boost for our capabilities,” said Livingston. “He has impressive experience and a strong track record in creating high-impact work, as well as thorough knowledge of the business from the client, media-owner and agency side. I am looking forward to working with him.”

Pyne said he was excited to be joining the agency. “Initiative is a strong business with very good people and clients. With Andrew recently arrived, there are ambitious plans for how the agency works with and leads clients and I hope to play a major role in those developments.”