Initiative adds Hatty Wetzki, Lucy Jacobsen and Sheena Deutscher in APAC

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Initiative adds Hatty Wetzki, Lucy Jacobsen and Sheena Deutscher in APAC

Initiative has made three new senior client facing hires across their Asia-Pacific RHQ office. Hatty Wetzki has been appointed Regional Client Business Director, Lucy Jacobsen has been appointed Group Client Director, and Sheena Deutscher has been appointed Senior Communications Design Director.


Wetzki (pictured middle) joins Initiative with nearly 11 years at Nike in EMEA as a Marketing Director. With this, Wetzki brings her unsurpassed brand knowledge and expertise to the region for the agency. As Regional Client Business Director she will help Nike build Fame and Flow across key markets around APAC, rolling out global strategy.

Previously APAC lead for the Google Cloud portfolio at EssenceMediacom, Jacobsen (pictured right) joins Initiative as Group Client Director where she will apply her deep knowledge of B2B performance media to lead the Amazon AWS business for Initiative APAC, staying at the very forefront of digital, product and technology innovation.

The LEGO client team has been bolstered by the hire of Deutscher (pictured left). She joins Initiative from her previous role as a client-side placement at Chanel through the luxury brand’s agency, PHD. In her new capacity as Initiative’s Senior Communications Design Director, Deutscher will apply her global cross-category experience to deliver strategic global priorities and planning excellence to the LEGO brand around APAC.

James Smyllie, President of Initiative APAC, said: “We could not be more delighted to welcome Hatty, Lucy and Sheena to the Initiative APAC regional team, where they will partner with flagship clients such as Amazon, Nike and LEGO. These recent appointments are testament to the strength and quality of the client partnerships we build at Initiative, and the resonance of the Fame and Flow proposition that continues to attract and retain market leading brands and exceptional talent.”

The three new Initiative client leadership appointments will be based in Singapore and are effective immediately.