Initiative adds RBC client lead

Melanie Smith comes to the agency side following years working at Scotiabank.

Initiative has brought a new client lead into the fold, hiring Melanie Smith to work on RBC.

Smith comes to Initiative from Scotiabank, where she worked for more than eight years, most recently as director of brand melanieSmithand media strategy. Her title at Initiative will be VP of client advice and management.

Helen Galanis, president of Initiative Canada, said Smith’s non-agency background fits with her focus on hiring client leads that don’t always follow the traditional media path.

“Smith joining the team aligns with our approach to find leaders that have a breadth of experience,” said Galanis. “She comes from a client-side background and is more of a brand marketer, which RBC appreciates.”

RBC, which is Initiative’s largest client, has been without a client lead for the past eight months. Galanis filled in during that time, and will continue to work with Smith and Initiative’s VP of strategy Nish Shah on the client.