The World: Mexico City - Initiative takes on Max Linares Soler as MD

Initiative has appointed Max Linares Soler as the new managing director of its Mexico offering.

Soler joins the agency from Xpand Marketing Group, and will be responsible for overseeing a list of clients that includes SC Johnson, Mexicana and Bimbo. He has worked on both the client and agency side in recent years, including spells as a group account director at Ogilvy & Mather, 141 Worldwide in Mexico, and as the international marketing director at FITEC International.

Annetta Cembrano, the president of Initiative Latin America, said: "Max has a fantastic reputation as a forward-thinking leader."

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