Initiative Australia Hires Jason Shugg

 

 

The Lonely Planet’s global strategy development director Jason Shugg is joining media communications agency Initiative Australia as strategy director of Initiative’s Melbourne operations.
 

Shugg, who began his career in the Melbourne market, has worked for Lonely Planet in national, Asia Pacific and global roles. Before his most recent position at Lonely Planet, he was the network’s global consumer insights and product marketing director and earlier marketing director for Asia Pacific.
 

Prior to Lonely Planet, Shugg worked for Sensis (Telstra) and The Age newspaper.
 

Shugg’s new role follows the appointment of David Fish as Initiative Australia’s chief strategy officer in June this year. Andrew Livingston, Initiative Australia CEO, said both Fish and Shugg brought the best available strategy talents to the agency.
 

“Jason is a home-grown business leader with extensive experience in marketing strategy, publishing and consumer behaviour,” said Livingston. “His local knowledge and global perspective will bring fresh insights to our clients and our work.”
 

Andrew Mudgway, managing director of Initiative Melbourne commented: “Jason has a deep understanding of consumers and their relationships with media, content, technology and brands – which are vital skills for today’s marketing landscape. He will work with our Initiative teams and our partner agencies to help clients leverage the rapid change occurring in our industry.”
 

Shugg takes on his new role at Initiative from Stephen Fisher, who will now focus on his duties as client service director for Initiative Melbourne. In recent months the agency has won Manheim Auctions and CPA. At the broader level Initiative was also recently appointed by Sony Music nationally and RAC in Perth.