Initiative Australia has announced the appointment of Luke O’Sullivan as Head of Initiative Perth and Judi van Omme as General Manager of Initiative Perth.

O’Sullivan is a Perth native and joined Initiative in November this year. He recently spent five years working in senior media agency positions in the UK, and is a former business director at Vizeum in London.

Van Omme has considered an Initiative “lifer”, having risen through the agency’s ranks in a 17-year career.

IPG Mediabrands-owned media agency Initiative has announced the appointment of Scott Laird as director of people and culture.

As part of his new role, Laird will become a member of Initiatives national senior leadership team.

Initiative Australia CEO Melissa Fein said: “Our business is rapidly moving to a new competitive positioning where we are delving deeply into cultural and growth analytics that lead to enhanced growth for our clients’ brands.

“Scott will play a key role in developing and driving the people and culture programs that underpin our transition. He is a passionate and high-energy professional with a very important role to play for us.

Commenting on his appointment, Laird said: “The drive by Initiative in transforming its competitive positioning is very compelling and a highly attractive challenge from a people and culture perspective.

IPG Mediabrands media agency Initiative has been awarded global media duties for the LEGO Group following a competitive pitch process.

Earlier this year Initiative reinvented its product offering and positioning to find alternatives for clients increasingly struggling with advertising avoidance and radical shifts in consumer behavior. The agency understands the nuances of culture and will lead clients through changes in our industry by focusing on “cultural branding” as opposed to historical “brand advertising.”

The LEGO Group is one of the world’s leading manufacturers of play materials, based on the iconic LEGO brick. The company is committed to developing children and its mission is to inspire and develop the builders of tomorrow through creative play and learning.

Initiative has appointed Luke O’Sullivan as strategy director for its expanding Western Australian operations. O’Sullivan is a Perth native and previous Campaign Brief Supernova who has spent the past five years working in senior media agency positions in the UK.

“We were looking for some special credentials in selecting the strategy director for Initiative Perth,” said Clive Bingwa, managing director of IPG Mediabrands Perth. “Luke brings with him highly valuable and senior experience from the London market, combined with his knowledge of Perth and the Australia market. We’re thrilled he has accepted the position.”

Prior to his recent return to Perth, O’Sullivan was a business director at Vizeum in London where he was responsible for strategic planning, senior client relationships and agency team leadership across major clients including TSB, Auto Trader and Norwegian Air. His additional Vizeum client experience included BMW Mini Group, Carnival Cruise Group, Air New Zealand and Nestle.

Initiative Sydney has promoted client group director Nick Wokes to the role of general manager after 11 months with the company. Wokes joined the IPG Mediabrands agency in January this year, as part of a series of appointments and changes. Wokes takes the helm of Initiative Sydney with more than 14 years experience with Mediacom

Big technology brands are the best at adapting to cultural changes with their marketing in the Asia Pacific region, according to the inaugural Initiative Cultural Velocity Index. IPG Mediabrands CEO Leigh Terry revealed the top 20 brands according to the CVI index at the Mumbrella360 Asia conference, with Apple, Google, YouTube, Microsoft, Facebook, Samsung and

The ‘laziness’ of media and advertising agencies could spell the industry’s downfall in the face of consumers’ changing brand expectations, the global CEO of Initiative has said.

Speaking at Mumbrella360 Asia on the role of culture in a consumer-centric world, Mat Baxter suggested that agencies that simply prioritise reach over relevance will be left competing for survival.

The annual Sydney NGEN Halloween party has been saved from the gallows this year by last minute contributions from media agencies Initiative and UM, as well as cinema & outdoor giant Val Morgan.

The NGEN Halloween Party is one of the industry’s most anticipated events and is usually supported financially by media owners, but this year the call for sponsors went unanswered.

NGEN e-mailed its 2,000 Sydney members in late September to announce the death (ironically) of their Halloween party.

Enter Initiative and UM.

A few calls later, the two Mediabrands agencies had teamed up with Val Morgan to raise the funds required, and the party is now back on for NGEN professionals at The Lair in Sydney’s Metro Theatre, on Thursday 26th of October.

Carlsberg Group has chosen IPG Mediabrands media shop Initiative to handle its global media planning and buying following a competitive pitch.

This is Initiative’s first global media win since it overhauled the business over the last year.

The Danish brewery group cited Initiative’s “excellent planning and buying expertise, unique proprietary tools, digital capabilities, transparency and the quality of their teams.”

Initiative’s formula for success

July 29, 2017 | Share this article

Media agency’s focus on cultural branding culminates in a sweep of MMA 2017.

TWO years ago, Initiative Malaysia was a lesser known media agency under the IPG Mediabrands network.

Today, helmed by managing director Kristine Ong, the agency has seen a rapid, strategic and determined transformation across the business, and handles some of Malaysia’s biggest brands – Maxis, Sime Darby and Maybank.

Last week, Initiative won the coveted Agency of the Year at the Malaysian Media Awards 2017 (MMA 2017), picking up seven gold, three silver, as well as the special Grand Prix award.