Initiative Perth has announced a new business model, along with a refresh of their senior leadership team, designed to elevate the agency’s crafts skills and developed in response to the rapidly evolving and changing media landscape.
Initiative Perth will now act as a growth media partner to its clients with a focus centred around strategy, partnerships, programmatic, and data with a clear purpose of creating value for clients and opportunities to learn for its people.
Led by managing director David Burger, who joined the agency in September 2021, the new leadership team comprises of:
- Steve Hare – head of client service (Initiative and Group Yellow)
- Brianna Wells – head of partnerships (Initiative and Group Yellow)
- Paige English – head of communication design / strategy (Initiative) & Government Solutions
- Judi Van Omme – general manager and lead on Government Contracts and Commercials.
The new-look senior leadership team will manage individual client remits plus take on broader responsibilities leading the agency in their specific areas of expertise. This provides greater opportunities for employees to grow their skills and capabilities enabling them to focus on specific crafts as the media industry continues to evolve.
“We have a strong legacy and enviable reputation in the market and I am confident our new leadership team and business model will help us deliver more effectively for our clients, accelerating growth and advancing Western Australia’s media landscape,” said Burger.
“It always gives me a thrill to promote from within. The talent in our agency is second-to-none and our new modern agency will be the place where are team can do the best work of their lives and where clients know that they are the forefront of media expertise and delivery in Australia.
“While we stay true to Initiative’s DNA and the foundations of our success, in Perth we will work towards a single-minded agency approach providing consistency in learning, leadership, and execution, leaning strongly into our IP and key partners within the Australian Initiative and Mediabrands’ family.
“This is an incredibly exciting time and I’m genuinely thrilled to be at the helm of the agency at such a pivotal period in its history and growth. These changes have been in the making for over 6 months and the leadership team has been instrumental in making it happen. This next chapter of growth is going to brilliant for both our clients, and our agency."
In other moves for the business, Cameron Mack and Heather Lawson are leaving Initiative Perth; Mack to explore opportunities outside of agency life and Lawson to take up a role at another agency.
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