Initiative’s Maddison Keogh: “Taking A Stand Is More Important Than Ever”

October 13, 2020 | Share this article

Success in marketing campaigns comes from those that create real change, according to Initiative’s director of client advice and management, Maddison Keogh.

During this year’s B&T Women in Media Awards, presented by Are Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating their invaluable contribution to their industry through leadership, innovation and courage.

A recent 30 Under 30 winner in the ‘Media Planner/Buyer’ category, Maddison Keogh is the director of client advice and management at Initiative, a full-service global media agency under IPG Mediabrands.

B&T recently spoke to Keogh about whether the uncertainty of 2020 carries opportunities for the advertising, marketing and media industry, and where fearlessness—which she describes as being “bold, brave and unapologetic”— could help the industry break the status quo.

What does ‘fearlessness’ mean to you, Maddison?

To be fearless means to be bold, brave and unapologetic about who you are or what you stand for. Fearlessness means going after what you want and never having to compromise.

For me, it is waking up every day and deciding to be better and do better. Every day offers a new opportunity to be fearless, to challenge yourself and make a difference in the world.

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