Business model

Initiative Perth evolves its business model and appoints a new management team – Campaign Brief

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

The leadership changes, designed to elevate the craftsmanship of the agency, were crafted in response to the rapidly changing and changing media landscape. After winning Campaign Brief’s Media Agency of the Year for five consecutive years, their belief is that the best time to scale is when you’re at the top.

The company’s objective is to act as a growth media partner for its clients with a focus on strategy, partnerships, programming and data with the clear goal of creating value for clients. and learning opportunities for its employees.

Led by Managing Director David Burger, who joined the agency in September 2021, the new leadership team includes: Steve Hare, Head of Client Services (Initiative and Group Yellow); Brianna Wells – Head of Partnerships (Initiative and Group Yellow); Paige English – Head of Communications/Strategy (Initiative) Design and Government Solutions; and Judi Van Omme – Managing Director and Head of Government Contracts and Advertising.

The new look SLT will manage individual client mandates and take on broader responsibilities at the head of the agency in their specific areas of expertise. This provides employees with greater opportunities to develop their skills and abilities, allowing them to focus on specific occupations as the media industry continues to evolve.

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

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 is an incredibly exciting time and I am truly delighted to be leading 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 team leadership has been instrumental in bringing them to fruition. This next chapter of growth is going to be brilliant for both our clients and our agency,” concluded Burger.

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

Pictured above, left and right: Steve Hare, Paige English, David Burger, Brianna Wells, Judi van Omme.