Paige Wheaton. Credit: Initiative
Initiative has promoted Paige Wheaton to national managing director, with market leads across Sydney, Melbourne and Perth reporting to her.
Wheaton joined Initiative in early 2023 as chief investment and partnerships officer. In the new role she takes national responsibility for business performance, an end-to-end operating model and client partnerships.
Initiative Australia CEO Jo McAlister said the move also reflects the agency's transition into the Omnicom network.
"Promoting from within is incredibly important to us at Initiative because it reflects the strength of our culture and the depth of talent across the business,” McAlister said.
“This leadership realignment comes at a pivotal moment in Initiative's journey, as we transition into the Omnicom network, leveraging the strength of its tools and capabilities while continuing to operate with the hands-on, client-by-client approach that has always defined our agency.”
"This role is about setting Initiative up for what's next. We're operating in an increasingly complex and fast-moving market, and this structure ensures we are better aligned nationally, closer to our clients and set up to deliver long-term client growth."
Wheaton said her focus would be on national alignment and client growth.
"The opportunity to reimagine how we operate and how we show up for clients is incredibly exciting, particularly as the pace of change in the media landscape continues to accelerate," she said.
Investment responsibilities vacated by Wheaton will be led by market leadership teams, including Daniela Rocchi and Tom Carlon in Sydney, Stephanie O'Donnell in Melbourne and Brianna Wells in Perth.
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