Initiative has appointed Sian Thomas as head of brand and content partnerships. The role, which takes effect on 12 June, is a part of Initiative’s repositioning towards being a ‘cultural branding’ agency.

Thomas will be based in Melbourne but work on clients nationally. She is head of mobile and technology at IPG Mediabrands mobile solutions agency Ansible Melbourne. Thomas has previously worked as creative solutions director at events and sponsorships agency Ensemble and was a digital strategy and integration manager at Yahoo7.

“We have introduced new talents across all Initiative to help brands connect with people through cultural relevance,” Initiative Australia CEO Melissa Fein says. “Sian’s skills will help us considerably to ensure this positioning is both attractive and effective in the market.”