Campaign Chemistry: Initiative global CEO Dimitri Maex

Campaign Chemistry: Initiative global CEO Dimitri Maex

Maex chats about his first year in the job at Initiative, the balance between performance and brand marketing and how the agency is adopting generative AI.

It’s been a year and a half since Dimitri Maex joined IPG Mediabrands’ Initiative as global CEO, and the agency has already redesigned its processes and teams around integrating what he calls “fame and flow” — in other words, building brand love and recognition while creating seamless customer experiences. 

Maex, who was previously global CEO at Reprise, has been an early adopter of AI, hiring a chief AI officer in early 2021, before ChatGPT was a blip on most people’s radar. He’s now thinking about how to apply the technology across people, processes and products that enhance Initiative's services and client outcomes.

In this episode, Maex also chats about major trends he’s watching in the media space and touches on the balance between pitching and organic growth, amid news of a major Amazon review, on which Initiative is the incumbent.

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts. 

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free