Initiative CEO Melissa Fein is the face of the latest Carlsberg campaign series 'Probably the Best'.
The new short film series, made in collaboration with Dundas Media, features Australian business leaders who "are probably the best" in their respective fields.
The video shows Fein during a regular business day in the Initiative office, leading team meetings but also taking time out of the day to "raise a glass" of Carlsberg with co-workers.
"To me being a good leader is about inspiring people to do their best work, so that when we win, we win together," Fein says in the 22-second video.
"I may never clock out but I do believe in finding time to enjoy the simple moments in life, the ones worth raising a glass too."
Carlsberg moved its global media account from OMD to IPG's Initiative last year, which resulted in the Australian office also picking up the account. Locally the global alignment ended Carlsberg’s relationship with Ikon.
Fein was named CEO of Initiative in 2016 and has since being trying to turn the agency around, scoring some new local and international business wins in 2018, including being appointed to the WA Government's panel of media agencies.
The agency also picked up sportswear giant Under Armour and John Cootes Furniture earlier this year, as well as Revlon account, which came as part of a global media account move.
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