IPG Mediabrands Australia has announced the appointment of Jo McAlister as the new CEO of Initiative Australia, its award-winning media agency. Jo replaces Melissa Fein, who left the agency earlier this year to join Accenture Song.
Jo has been with IPG for over five years and has played a pivotal role in the agency’s growth. She initially led Rufus (Powered by Initiative), where she helped Amazon successfully enter the Australian market, driving significant sales growth. In 2019, she took on the role of Managing Director at Initiative Sydney, where she oversaw the acquisition and retention of major clients, including Sanitarium, Fantastic Furniture, Pernod Ricard, Salesforce, and IAG.
Speaking about her new role, Jo said, “I am truly honoured to take on this role and excited about the future of Initiative. I’ve seen first-hand the culture of innovation and collaboration here, which drives exceptional results for our clients. I look forward to building on this success with my talented colleagues and collaborating with our partners to create meaningful outcomes for our clients.”
Jo’s leadership approach is rooted in her extensive client-side experience. Prior to joining IPG, she held senior marketing roles at Foxtel, NBCS, SBS, and Seven, with her most recent position being Content Marketing Director at Foxtel. There, she was involved in producing award-winning work, including a Cannes Lions-winning campaign for Game of Thrones.
Mark Coad, CEO of IPG Mediabrands Australia, shared his confidence in Jo’s leadership, stating, “Jo has a people-first leadership style and a proven track record in managing large clients across complex market categories. She is also well-versed in data and technology-driven media innovation. She knows Initiative inside and out, and has a clear vision for where she wants to take the agency next. I’m excited to see her drive the agency forward.”
Under Jo’s leadership, the Initiative Sydney office has earned a reputation for innovation, securing new business and solidifying its position in the market. Mark added, “Jo’s new direction for the agency has already started to bear fruit, and I’m delighted to have her step into this key role to continue building on Initiative’s long-standing success.”
Jo’s leadership transition follows the departure of Melissa Fein, who led the agency previously. Jo is now focused on the next chapter for Initiative, which will involve a continued focus on its positioning as a cultural experience agency, delivering high-impact results for clients across a range of industries.
“I’m excited to collaborate with our incredible team and partners to drive even greater success for Initiative’s clients. I have a lot of fresh ideas and initiatives to explore, and I can’t wait to get started,” Jo concluded.
Jo McAlister’s appointment marks a new chapter for Initiative Australia, as the agency looks to build on its success and lead the way in delivering innovative, results-driven marketing strategies.
