John Sintras returns to Australia as SBS’ chief audience and content officer
One of Australia’s best-known media executives John Sintras has a new role in Australia, taking the chief audience and content officer position at SBS.
Sintras has a new role in Australia
Sintras was president of global business development and product innovation at IPG Mediabrands, but “transitioned” out of the business mid last year, following the departure of global CEO Henry Tajer.
Sintras replaces Helen Kellie who passed away in December last year.
Sintras’ return to Australia comes after he moved to New York for the IPG Mediabrands gig, which saw him work alongside Tajer’s Australian ‘entourage’, including Mat Baxter, Travis Johnson and Di Richardson.
Prior to his IPG role, Sintras was CEO and chairman of Publicis Groupe’s Starcom Mediavest.
The appointment also comes two months after SBS replaced Andrew Cook with Adam Sadler as director of media sales.
SBS’ managing director Michael Ebeid said Sintras is a seasoned and respected Australian media leader with a strong record of inspiring teams.
“As SBS increases its commitment to connect Australians with distinctive content and services on a range of devices and platforms, John’s passion in leveraging transformation and technology to deliver business growth, together with his in-depth knowledge of data optimisation and insights, will be invaluable for SBS’ future as a multi-platform digital broadcaster,” he said.
Sintras – who will have end-to-end oversight of SBS’ audience and content strategy, including its brands, marketing approach, audience engagement and analytics – said his background gave him an affinity with the multi-cultural broadcaster.
“I’m excited to be joining the great team at SBS,” he said. “As the son of Greek immigrant parents, I’m especially connected to SBS’ Charter to inspire all Australians to explore, appreciate and celebrate our diverse world.
“Australia continues to be a shining beacon of successful multiculturalism to the world. I’m looking forward to ensuring we continue to create and share meaningful and entertaining content that represents our many communities and cultures, whilst ensuring audiences can engage with SBS using personally relevant and innovative technology and platforms.”
Sintras begins the role on Monday, 16 April. Mumbrella understands Tajer is still on gardening leave, but he has been spotted at Sydney media events in recent months.
welcome home John!
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Interesting, I guess, but why on earth does this hit my email with ‘breaking news’ splashed across the subject line? Seriously, can you save the breaking news alerts for stuff that’s, you know, breaking, and news.
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Great hire and awesome news.
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Hi Red,
Thanks for the question. It probably depends on which part of the industry you work in.
I can’t think of many other appointments of this type we’d do a breaking news alert for, but I also can’t think of many executives as well liked, widely connected and with as well established a top level track record as John.
His return to the industry has been widely anticipated, so his landing place will be of great interest to those who are interested.
But I also understand that the appointment may not be of interest to our whole audience.
Cheers,
Tim – Mumbrella
Congratulations and welcome back John.
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Thanks Tim, appreciate the coverage.
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Thx Nick!
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Totally agree Tim
Welcome back John
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Great to have John back in the industry ! Welcome Home John !
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I agree with Tim’s agreement with Tim and concur with John’s appreciation of the coverage of John.
Thanks
Tom
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I appreciate that Tim appreciates that John is a guy who appreciates coverage in a publication that is appreciated by the media industry who appreciate this sort of information.
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My bet is that this fellow will be Mike Ebied’s replacement once his term as CEO comes to an end soon. I don’t know the bloke but I am sure he is a much better alternative than the other internal selection being floated around. Welcome back John
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More jobs for the boys with over inflated ego’s.
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