50 years of advertising education

‘For 50 years insightful and creative graduates have been shaping the Australian advertising industry. So we think it is time to identify and acknowledge the great achievements that advertising graduates have made to our industry.’ – Leigh Terry, Project leader and CEO of IPG Mediabrands APAC Celebrating 50 years of advertising education in Australia with

INITIATIVE PERTH BOOSTS TALENT POOL AND STRENGTHENS AGENCY CAPABILITIES 

Initiative Perth has announced a raft of new hires across its client service and partnerships teams. Sian Thomas joins the agency in the newly created role of client advice and partnerships director; Sarah Hua joins as associate director and Jessica Wilkins takes on the role of partnerships associate. Head of Perth, Paige English said she

Account Madness – Charlotte Wills, Initiative

This series of articles looks at the world of the account manager. This time we talk to Charlotte Wills, Group business Director, Initiative. How did you end up account management? Was it by design or a cosmic accident? Let’s go with divine intervention. I’ve had an unconventional journey to my current role as Group Business Director

Audience control of skippable ads on TikTok increases purchase intent and brand recommendation, Magna reports

The Magna and TikTok research revealed the choice to watch ads creates a more lasting impression. Giving audiences more control through skippable ads increased purchase intent by 15% for FMCG and positively impacted recommendation by +8%, a recent study on TikTok has found. The findings from Magna, the investment and intelligence arm of IPG Mediabrands, in

‘We were very impressed’: UM wins Chery media account

Global car manufacturer Chery has appointed UM as its media agency of record following a highly contested pitch. UM will be responsible for all of Chery’s media strategy, planning and buying in Australia. It will also support the brand’s new vehicle launches this year, helping it establish a market presence. “UM’s strategic approach to media

MBCS bolsters creative team with “dynamic duo” of appointment

Integrated creative agency MBCS has announced the expansion of its creative team with the appointment of Abby Clark as Copy Writer and Laura Murphy as Art Director. The duo, who have previously worked together and separately, claim their best work is produced when they collaborate. Their appointment at MBCS is effective immediately, and both will

Kate O’Loughlin: The Carnival World Cruise: brand titanic… or life raft?

Obsessed’ is a monthly deep dive into social and cultural trends that can help marketers inform the way they think. Led by Kate O’Loughlin, Initiative strategist and self-confessed obsessive, ‘Obsessed’ will be a magic school bus to expand marketing mindsets and help brands remain relevant amongst an ever-changing cultural landscape. This month I’ve been obsessed

Inside NGEN: How Initiative’s Ben Breden & Olivia Coxon Turned Their NGEN Award Entry Into A Live Campaign

In this monthly column with NGEN, the MFA’s training program for media professionals with less than five years of experience, Ben Breden and Olivia Coxon, communications designer and senior partnerships exec at Initiative, respectively, track their success in bringing to life their NGEN Award entry with the help of 19 media partners and $1.3 million

Steph O’Donnell takes the helm as head of investment at Initiative Melbourne

Steph O’Donnell has been appointed as the new Head of Investment at Initiative Melbourne, a significant move that also sees her joining the Senior Leadership Team at the agency. Reporting directly to Chief Partnerships & Investment Officer, Paige Wheaton, O’Donnell’s immediate role will be to lead the market’s investment product across the entire investment ecosystem.

The Taylor Bowl: What brands and advertisers can learn about the power of Taylor and her Swifties at the Super Bowl

Kate O’Loughlin: “There is no subject too young, too silly, or too pop for brands to galvanise.” The Taylor Bowl Super Bowl kicks off on Monday, February 12th, in Australia, and viewers all over the world will have their eyes peeled for one star – Taylor Swift (who, if widely speculated calculations are to be believed, will make it from