Business model

Initiative Perth announces new business model and new management team

Initiative Perth has announced a new business model and management team as it reveals its aim to create a new generation of media agencies in Western Australia.

The leadership changes were developed in response to the rapidly changing and changing media landscape. After winning campaign media agency of the year for five consecutive years, Initiative Perth says the best time to scale is when you’re at the top.

The agency will act as a growth media partner for its clients with a focus on strategy, partnerships, programming and data with a clear goal of creating value for clients and learning opportunities for his employees.

Led by the General Manager David Burger, who joined the agency in September 2021, the new management team is made up of: Steve Hare, customer service manager (Initiative and Yellow Group); Brianna Wells – responsible for partnerships (Initiative and Groupe Yellow); paige english – head of communication design/strategy (Initiative) & government solutions; and Judi Van Omme – general manager and responsible for government contracts and advertising.

The new management team will manage individual client mandates and take on broader responsibilities leading the agency in their specific areas of expertise.

Burger said: “We have a strong heritage and an enviable reputation in the marketplace and I am confident that our new leadership team and business model will help us deliver more effectively to our customers, accelerate growth and advance the Western Australia’s media landscape.

“It always gives me pleasure to promote from within…the talent in our agency is second to none and our new, modern agency will be where our team can do the best work of their lives and where clients will know they are the vanguard of media expertise and delivery in Australia.

“While staying true to Initiative’s DNA and the foundations of our success, in Perth we will work towards a single-agency approach providing consistency in learning, leadership and execution, relying heavily on about our intellectual property and our key partners within the Australian Initiative and The Mediabrands family,” Burger explained.

“It’s an incredibly exciting time and I’m truly thrilled to lead the agency at such a pivotal time in its history and growth. These changes have been in the works for over 6 months and the management team has been instrumental in making them happen. This next chapter of growth is going to be brilliant for both our clients and our agency,” Burger concluded.

Initiative Perth has seen strong growth in new business and organic customer growth this year, adding Kleenheat to its customer list as well as organic growth within its existing WA customer base.

Initiative also announced that Cameron Mac and Heather Lawsonre leaving the company; Mack to explore new opportunities outside of agency life and Lawson to take up a position at another agency. Burger said the agency is deeply grateful for their contribution to Initiative and wishes them happiness and success in their future endeavours.

Top Image: LR Steve Hare, Paige English, David Burger, Brianna Wells, Judi van Omme