IPG Mediabrands Australia has proudly announced the appointment of Jo McAlister as the new CEO of its renowned media agency, Initiative Australia. This pivotal leadership transition is expected to usher in a new chapter of growth, innovation, and exceptional client outcomes.
Mark Coad, CEO of IPG Mediabrands Australia, expressed his enthusiasm, stating: “Jo is a highly regarded leader with a strong people-first leadership style, a track record of managing large clients in complex market categories, and proven success in data and technology-driven media innovation and marketing. She not only knows Initiative from the inside-out – its people, its culture, and its clients – but she also has a strong vision for the agency’s future and is eager to set the agenda to drive the next era of Initiative.”
A Proven Track Record in Leadership and Innovation
McAlister joined IPG Mediabrands more than five years ago, initially leading Rufus (Powered by Initiative) to help Amazon achieve remarkable sales growth as a new market entrant. In 2019, she stepped into the role of Managing Director at Initiative Sydney, where she led the agency in securing and retaining marquee clients such as Sanitarium, Fantastic Furniture, Pernod Ricard, Goodman Fielder, Salesforce, and IAG.
Her prior roles include senior client-side marketing positions at leading organizations like Foxtel, NBCS, SBS, and Seven. Notably, as Content Marketing Director at Foxtel, McAlister contributed to Cannes Lion-winning campaigns for the final season of Game of Thrones.
Known for her innovative approach and commitment to building high-performing teams, McAlister has consistently challenged industry norms to deliver sustainable growth and enhanced consumer experiences.
Leadership Vision: A Bold Future for Initiative Australia
Commenting on her appointment, Jo McAlister shared her excitement: “I am honoured to take on this important role and excited about what the future holds for Initiative, our incredibly talented team, and our driven clients. I have experienced first-hand the culture of innovation and collaboration that leads to exceptional client work, and I look forward to building on that with my colleagues, collaborating with our many industry partners, and driving significant outcomes for our loyal clients. With my previous client experience, I know how to think like a client, which underpins my approach and leadership style.”
She further acknowledged the contributions of Initiative’s previous leadership team, which laid the foundation for this new chapter.
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Mark Coad’s Confidence in McAlister’s Leadership
Mark Coad emphasized McAlister’s readiness for the role, saying: “The agency has dug deep this year to solidify its positioning as the cultural experience agency, with award-winning work across multiple markets. Jo has driven this new direction, making me even more delighted to see her take on this key role. I look forward to working alongside her to build on Initiative’s longstanding success.”
Coad also highlighted the agency’s ethos: “As an agency, Initiative often says to its team that they will do the best work of their career here, and as a result, their career will flourish; this mantra has proven true for Jo.”
About Initiative Australia
Initiative Australia is an award-winning media agency under the IPG Mediabrands umbrella. Known for its innovative approach to media solutions, the agency specializes in delivering culturally resonant campaigns and driving sustainable business growth for its clients.
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