Mediaweek introduced its inaugural Hot List for Agencies, penned by contributing editor Greg Graham, last week. Initiative Australia was listed on the ‘Sizzling HOT’ agencies making waves in the industry with CEO Melissa Fein at the helm. Fein spoke to Mediaweek about leading her agency by example, thriving through the pandemic, and making the Hot

Media agency Initiative has appointed Daniela Rocchi to the new role of head of partnership for the Sydney team, and Justin ArIt to the new role of head of partnership for the Melbourne team. The move comes after Initiative restructured its partnerships department, aimed at bolstering its leadership team. Rocchi’s immediate remit in Initiative is

Initiative appoints a national head of digital

April 4, 2022 | Share this article

Initiative Australia has appointed Álvaro Anguita national head of digital in Australia. The Spaniard joins Initiative in May, based in Sydney. He will lead all digital output from across Initiative Australia’s offices, adding firepower to the agency’s digital capabilities. Anguita: “Initiative Australia has become a media powerhouse in the Australian market. My job is to

Initiative Perth wins Kleenheat pitch

March 10, 2022 | Share this article

Western Australian energy provider Kleenheat has appointed Initiative Perth as its media agency. Initiative is tasked with providing services for Kleenheat’s media requirements including strategy and buying across non-digital media, digital, search, social, programmatic and analytics. David Burger, Managing Director Initiative Perth:  “We are thrilled Kleenheat chose Initiative from a strong media agency pitch roster,

Media agency, Initiative has announced the launch of Maternity Masterclass, a new national program designed to help parents return to work with more experience than when they left for parental leave. Through Maternity Masterclass, Initiative will fund accredited and remote learning programs, for mums or dads on parental leave who choose to opt-in and enroll

Following a highly contested pitch, media agency Initiative Melbourne has been appointed agency of record by the member-owned wellbeing company, Australian Unity. Initiative will lead strategy and all media campaign activity, tasked with delivering sustainable business growth by expanding Australian Unity’s member and customer base. Sarah James, managing director, Initiative Melbourne said her team was

Online home service platform, Urban Company has appointed Initiative Media as its media partner. As per the mandate, the agency will handle the brand’s online and offline media duties, with a focus on providing comprehensive media solutions to augment its business outcomes. The account was won following a multi-agency pitch and will be handled by

Initiative: Bet On Your Super Bowl Ad Insight

February 8, 2022 | Share this article

Initiative has launched the inaugural Marketing Multi for the “other” Super Bowl competition. As the world’s biggest advertising stage, The Super Bowl ad comp unleashes a wave of industry predictions and commentary, with very little accountability. Initiative is helping people put their money where their mouth is (figuratively speaking) when it comes to predicting the

Initiative named Media Agency of the Year

February 4, 2022 | Share this article

Initiative has been named Media Agency of the Year at the AdNews Agency of the Year Awards. The IPG agency won the award, presented by PubMatic, at the livestreamed event this afternoon. CEO Mel Fein: “This award means the world to us … another tough year but the resilience of every individual at Initiative is

Over the past six months, collab culture has taken a sharp turn. Balmain has teamed up with Barbie, Balenciaga launched its Spring collection with The Simpsons, while art collective Brain Dead dropped an entire line of streetwear devoted to fantasy tabletop role-play game Dungeons and Dragons.  The cult of ‘cool’ has shifted further and further