Arrivals & Departures: Sasha Smith crosses the Tasman to lead Initiative Aotearoa

AUCKLAND, Today: Sasha Smith is crossing the Tasman to lead Initiative Aotearoa, joining the agency as Managing Director for its next phase of growth.

Smith will report to Omnicom Media New Zealand CEO Nikki Grafton, bringing five years of experience as Chief Media Officer at Howatson+Company Australia.

During that time, she built the agency’s media offering from scratch and played a central role in its rapid expansion and growing industry profile. She also helped establish a client roster spanning The University of New South Wales, UNICEF Australia, Petbarn, Honda Australia and Judo Bank.

Smith arrives with plenty of momentum behind her. She was named Mumbrella Under 30 Achiever of the Year in 2024. She has also been a finalist in both the B&T 30 Under 30 Awards and the Women in Media Awards.

I’m looking forward to seeing what she and the Initiative Aotearoa team achieve together.” – Nikki Grafton, CEO, Omnicom Media New Zealand

Initiative operates across more than 60 markets globally and focuses on helping ambitious brands unlock business growth through culture.

Grafton says Smith combines strong strategic and commercial thinking with a proven ability to build teams and deliver for clients.

“Sasha is an exceptional leader who brings a combination of strategic and commercial acumen, a focus on client success and a track record of building high performing teams. I’m looking forward to seeing what she and the Initiative Aotearoa team achieve together.”

Smith will lead Initiative Aotearoa’s growth plans while supporting its team, client partnerships and integrated agency approach.

“Initiative is an agency that brings together brilliant people around a truly unique proposition that delivers client growth through culture. I’m incredibly impressed by the calibre of talent, the strength of the client roster and the opportunities ahead.”

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