Initiative's former APAC president Will Anstee joins digital media firm TotallyAwesome

Former Initiative Asia Pacific president Will Anstee has joined digital media company TotallyAwesome as CEO based in Singapore. TotallyAwesome aims to make the Internet safer for children and empower brands to safely reach and engage them. According to its website, TotallyAwesome has offices in Singapore, Australia and Vietnam. It reaches and engages over 500 million children monthly and works with brands including Disney, Netflix, Hasbro, Nickelodeon, Lego, and Nintendo, among others.

Anstee (pictured) spent about seven years at IPG Mediabrands, according to his LinkedIn, helming various roles including chief growth officer of IPG Mediabrands, CEO of Universal McCann Japan, and client managing partner, Asia Pacific of IPG Mediabrands. In his most recent role as Initiative's Asia Pacific president, Anstee oversaw the business transformation agenda, initiated and drove synergistic partnerships with other key IPG businesses, and was responsible for growth, client management, awards and recognition, his LinkedIn said. Marketing has reached out to TotallyAwesome for comment.

In May, the company said it is working with brands to deliver credible, well-crafted PSAs just for kids in their #KeepingKidsSafe initiative. The company is matching every ad dollar spent by brands with ad inventory of up to 50% in value. According to TotallyAwesome, this will help advertisers get an even better reach and return on their media investment during the pandemic. The ad spend can be used on TotallyAwesome’s AwesomeAds Marketplace or Kidsafe Social Video Solution, which includes YouTube channels. PSAs on the company’s platform include in-app games – where kids have to find soaps in a scenario within a set time ­– or filmstrip ads to educate kids on best which can save lives. 

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IPG parts with SG CEO David Haddad and Initiative APAC president Will Anstee