General information

Agency: Initiative

Job Function: Strategy

Location: Shanghai, China

Job Ref#: 7910

Description & Requirements

Position Summary

Communications design is the discipline and practice of crafting how a brand idea will be delivered through communications across an owned, earned and paid ecosystem in order to achieve a desired behavioral outcome.

Initiative’s Communications Design team is creating the future of planning. Borrowing skills from User Experience, Digital, Public Relations and Content, these media professionals are responsible for curating how people connect and participate with brands through culturally rich ideas. Instead of considering the experience of a brand in components (media / channel planning), Communications Designers think about brand experience in totality (ecosystem planning) ensuring every encounter is useful and impactful.

The Communications Design team dynamically brings brands to life through their actions. They:

·         Are experts in consumer and communications behavior, and how changes in behaviors are creating new opportunities for connection

·         Lead the creation of the dynamic ecosystem approach to deliver a strategy

·         Work with partners (media, creative, technology, platforms, Specialty Business Units) to curate how a brand should connect within culture

·         Lead the identification of the right audiences to address how to meet business goals, and guide the quantification of connection encounters holistically

·         Champion innovative, forward thinking activities that help brands create value with their audience.

Key Responsibilities


·         Excite, entice and onboard clients (and partner agencies) on the new discipline of communications design to pave the way for selling in better work

·         Mold and deliver thought leadership relevant to market clients to assist in design performance


·         Help to create a community and creative environment for passionate Communications Design experts that is the envy of the industry

·         Help develop, execute and maintain up to date training in Communications Design fundamentals, evolving with new thinking

·         Assist in the ongoing identification and development of new techniques, frameworks and tools to improve our communications design product, and prove our cultural impact

·         Responsible for identifying and hiring best in market design talent

·         Responsible for the development and successful deployment of agency award submissions that hero communications design experience

·         Ensure product excellence through oversight of day to day communications product


·         Identify opportunities to grow scope to appropriate communications design staffing levels and up- leveled talent on client assignments

·         Contribute to organic growth through application of thought leadership and targeted involvement on core clients

New Business

·         Ensure excellence within the Communications Design product across new business, and consistency through strategy and partnership

·         Help identify and prospect new client opportunities through industry leadership initiatives (speaking, studies, articles, panels) within your market


·         20% Client

·         40% Internal

·         20% Commercial

·         20% New Business

Key Performance Indicators (KPI’s):

-          Client

·         Next generation "Communications Design" applied to all client briefs (local market)

·         Positive improvement in Communications Design product assessment (local market)

·         Communications Design product is upheld as best in class (local market, client involvement)

-          Internal

·         Best in market Communications Design talent (local market)

·         Strong advocacy from SBU's, agency partners and staff around Communications Design discipline contribution (local market)

·         Preferred partner status among creative agencies (local market)

·         Motivated positive Communications Design community (local market)

-          Commercial

·         Specialty Business Unit revenue growth via communications design (local market)

·         Growth in scope and organic revenue from communications design (local market)

-          New Business

·         Contribution to new business success (local market)

·         Positive conversation & thought leadership generating leads (local market)

Desired Skills & Experience

·         Bachelor degree in related field or equivalent work experience

·         15+ years in integrated planning role in media, publisher / vendor, or communications discipline (digital, content)

·         6+ years’ experience managing, motivating and developing staff across multiple teams

·         Exceptional working experience in integrated planning lead roles gained on the world’s top brands across agencies, consultancies, content creators, or media vendors

·         Demonstrable thought leadership experience in communications design related topics (speaking engagements, blogging, papers, articles)

·         Ability to drive projects from conception to completion; project management experience

·         Proven ability to develop and maintain high level professional relationships with senior clients, colleagues and vendors

·         Dynamic leader, presenter and packager of opportunities

·         Strong commercial acumen

About Us

Initiative is different to other media agencies.
We are not trapped by a legacy structure primarily centered on paid advertising. Instead, we are liberated by a new world structure designed to deliver highly differentiated and highly effective communications strategies for our clients.
We are the world’s fastest growing media agency built upon the strongest strategic capability of any agency in the market. Core to this strategic proposition is the belief that the faster a brand can move through culture the more relevant it can become.
We call this Cultural Velocity ™.
Our process is designed to create ideas that move through culture through unique insight, market leading analytics and strategic media brilliance.
Our new world model is comprised of “craft centers” – Client Advice and Management, Strategy, Communications Design, Partnership and Culture, Insights & Analytics.