Initiative Australia has topped the world among media agencies, according to the RECMA,  the global research company that evaluates performance based on 18 criteria. The local agency was placed ahead of MediaCom in South Africa and UM in Canada. A little more than three years ago, Initiative was ranked 27th, in Australia. Melissa Fein, CEO Initiative  Australia:

40 Under 40 2021: Chris Colter, Initiative

November 5, 2021 | Share this article

An ace planner, Colter has risen from media trainee to chief strategy officer in just a decade, and led the reinvention of a struggling agency. Away from work, Chris Colter is an enthusiastic race car driver. At work, though, he has put his speed and skill to great use rising from media trainee to chief

Initiative launches national media-diversity directory

September 29, 2021 | Share this article

Initiative has launched a national media-diversity directory. Media agency Initiative has launched a national media-diversity directory to coincide with their inaugural Forgotten Upfronts. Forgotten Upfronts is a platform for publishers catering to niche audiences to showcase their unique offerings to the industry with the same attention and fanfare as major networks receive. During the event


September 24, 2021 | Share this article

Initiative has announced the appointment of James Smyllie to the position of President Initiative APAC. An award-winning digital media leader with 20 years’ global and regional industry experience, the last 15 years in the APAC region; Smyllie joins from his prior role as Senior Vice President, Head of Media APAC at Essence where he spent

UM leads finalists in stellar year for MFA AWARDS

September 21, 2021 | Share this article

More than 100 judges have reviewed and discussed a record number of entries to select 52 finalists for the 2021 MFA Awards, being held on 10 February 2022. The judges – drawn from agencies, client side, industry bodies and MFA Awards sponsors – commended this year’s entries as being of high calibre, rooted in actionable

Upfronts season is about to kick off, and IPG media agency Initiative will be getting involved this year by shining a spotlight on less visible publishers which cater to niche audiences. The Forgotten Upfronts are open for the whole industry to attend and have been created to show off the opportunities that brands miss out on by

Initiative adds Quest and BWX media accounts

September 9, 2021 | Share this article

Initiative has followed recent wins of IAG and Afterpay with national media assignments from natural beauty and wellness marketer BWX and Quest Apartment Hotels. Both will be handled by Initiative Melbourne. Sarah James, managing director of Initiative Melbourne: “Both Quest and BWX are first-class marketers striving for excellence in their sectors. We are looking forward

David Burger is to take up the managing director role at Initiative Perth, replacing Luke O’Sullivan who resigned in June. Burger has 21 years’ experience in marketing communications in Australia, Japan, Germany, the Middle East and South Africa. Prior to his appointment to Initiative, Burger was head of client services at digital agency Be Media, where

Australian mental fitness charity Gotcha4Life is launching its most comprehensive communications platform via a national campaign produced by Initiative Studio. Gotcha4Life works to end suicide by delivering programs that create meaningful mateship, build emotional muscle, and strengthen the social connection in local communities. The charity was established as a not-for-profit foundation by media personality Gus

Initiative grabs IAG account

July 6, 2021 | Share this article

IPG Mediabrands’ Initiative has won the IAG media account. The insurance group, with brands CGU and NRMA Insurance, had been with WPP’s Mindshare since 2015. IAG CMO Brent Smart says the account hadn’t been reviewed in six years.“ “The Initiative team blew us away with their energy and cultural fit, but in the end, we want great media