Initiative’s Amazon-Focused Agency Hires New Managing Director in the U.S.

By Doug Zanger 

Rufus, Initiative’s Amazon-centric agency is continuing its expansion with the naming of Anna Prendergast as its managing director. This move comes on the heels of the April appointments of senior leaders including Sarah Robertson and Nancy Yip Ramos as head of Amazon/U.S. and head of entertainment respectively.

“Anna is a wonderful addition to our expanding LA-based team. She brings deep blue-chip client experience, a drive to always stay ahead of the market and deliver the highest quality work combined with the unique ability to bring out the best in her teams to make it all happen,” said Amy Armstrong, U.S. CEO of Initiative, Adweek’s U.S. Media Agency of the Year.

Before this new role, Prendergast was group account director at OMD where she led Apple’s U.S. advertising business of $800 million. She is credited with modernizing the tech giant’s media approach while keeping its core brand values intact. Prior to OMD, Prendergast was associate media director on Nestle at Zenith and an account supervisor at Carat.


I’m excited to join the team and contribute in driving thought leadership, quality work, and innovation for Amazon,” said Prendergast. “My approach is rooted in leading by example, challenging conventional thinking, and always staying informed of the ever-changing landscape, including cultural attitudes, trends and behaviors which makes Initiative, with its Cultural Velocity offering, a perfect place for this next step in my career.”

Prendergast will report to Robertson in her new role.