SYDNEY: Chris O'Keefe has been promoted to the role of managing director at Initiative Sydney, following the appointment of Tracie Michael as chief executive, as revealed by AdNews this week.
O'Keefe joins from Initiative's sister agency Universal McCann where he is currently a senior client service director.
These two appointments follow the departure of Roger Camplisson who has stepped down as chief executive with immediate effect.
Since joining Mindshare in 2005, Michael led the agency’s American Express, IBM and Diageo accounts prior to being appointed managing director of the Sydney office. She also led a restructuring of the office and its transition to digital capabilities.
“The opportunity to run a successful national agency that is also part of an iconic global network is an opportunity that rarely presents itself,” said Michael. “Initiative’s positioning as the performance-led network, with a 100% focus on getting the best results for clients is a great fit for my career and I am delighted to be asked to take the CEO role.”
Chris O’Keefe has worked at UM for two years. He started his career in the Brisbane market on retail giant Super Cheap Auto and Flight Centre and has spent the past nine years in Sydney running diverse accounts including Hyundai, Telstra, David Jones, Audi, Westpac, Nokia and MasterCard.
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