Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’

There are few in adland with such vast experience as IPG Mediabrands and Initiative’s chief operating officer Geoff Clarke. Starting in the industry more than 30 years ago, Clarke has held positions such as investment director, chief investment officer, client partner and managing director. Speaking on behalf of the Experience Advocacy Taskforce, Clarke explained why agencies

INITIATIVE APPOINTS CHARLES DANGIBEAUD AS NEW HEAD OF STRATEGY & WA GOVERNMENT

Initiative Perth has hired strategist and product management lead, Charles Dangibeaud to head the agency’s strategy offering and lead the WA Government account. Taking on the role of Head of Strategy & WA Government, Dangibeaud’s immediate remit will be to uphold and strengthen the agency’s reputation for strategic thinking and craft development – blending the

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

INITIATIVE PERTH CROWNS ARN’S JESS CAMERON 2023 MEDIA PARTNER OF THE YEAR

ARN’s Jess Cameron has been crowned the winner of Initiative’s coveted Media Partner of the Year (MPOY) Award for 2023. The highly contested Award, which commenced in 2013, recognizes the exceptional efforts and collaborative media partnerships across WA’s close knit media industry. At celebratory event held last week, Jess awarded Media Partner of the Year

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

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

Initiative is appointed to the Cricket Australia media account

Initiative has been appointed as Cricket Australia’s media agency of record, following a robust pitch process. The media agency’s remit, effective immediately, covers all media strategy, planning and buying – including contra activities for offline, online display, performance and addressable – with a clear brief to amplify fan engagement across Cricket Australia’s product portfolio, including

Ceding to cancel culture could see brands ‘paralyse themselves into purgatory’ – Initiative Australia

Media agency Initiative Australia is opening a dialogue on the impact of cancel culture on brands, urging marketers to walk back an often binary approach to contentious issues. Ahead of a session at Nine’s Big Ideas Store, hosted by Initiative’s national managing director Sam Geer, he and chief strategy and product officer, Chris Colter spoke

Initiative appoints Danielle Galipienzo as head of impact

Initiative has announced Danielle (Elle) Galipienzo has taken on the additional role of head of impact, leading the media agency’s purpose-led consulting division. The announcement comes as the agency enters its next evolutionary stage for the department, expanding from pro-bono partners only to include paid services and impact consulting open to all clients. Galipienzo will