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Agencies › Initiative

Initiative

Initiative is a media agency. AccountMoves records 30 account wins, 7 losses and 1 retention, and 28 current clients including Aspen Pharmacare Australia, Australian Unity media account, Cricket Australia, Crown Resorts, as at 16 Oct 2026. Based on reported moves only, with sources.

Type: media

Leadership: Kieran Antill (Executive Creative Director), Jess Lilley (Creative Directors), Jim Walsh (Creative Directors), Monica Placella (Art Director), Jessica Johnson (Group Account Director), Melissa Fein (CEO), Sam Enshaw (Strategy Director), Marco Norder (Partnerships Associate Director), Lauren De Rozario (Investment Partnerships Manager), Wayne McClammy (Director), Aaron Farrelly (Group Director), Josh Hogg (Strategy Director) · 66 people recorded in total

Career W-L30-7
Retained1
Net $m+0.0
Clients28
2026 rank179

Year by year Sortable

YearWLRet.Won $mLost $mNet $mLeague rank
20260100.00.00.0179
20254210.00.00.025
20241100.00.00.0147
20238100.00.00.01
20223100.00.00.014
20212000.00.00.017
20202000.00.00.018
20196000.00.00.01
20182000.00.00.015
20172100.00.00.019
Career30710.00.00.0

Current clients

BrandDisciplineSinceTenureAt risk
Aspen Pharmacare Australiamedia25 Mar 20251.6
Australian Unity media accountmedia28 Feb 20224.6
Cricket Australiamedia21 June 20233.3
Crown Resortsmedia7 Feb 20242.7
Deliveroomedia19 Sept 20197.1
Ear Science Institute Australiamedia20 Oct 20251.0
EnergyAustraliamedia11 Oct 20224.0
Fantastic Furnituremedia4 Sept 20233.1
Fitness & Lifestyle Groupmedia8 Dec 20223.9
Fujitsu Generalmedia14 Feb 20197.7
Goodman Fieldermedia13 Jan 20206.8
IAGmedia5 July 20215.3
Jemenamedia20 Dec 20178.8
Jemenacreative25 Jan 20233.7
KPMGmedia2 July 20197.3
Netflixmedia17 Feb 20251.7
Officeworksmedia23 Sept 20188.1In review
Peetmedia5 Apr 20179.5
Pernod Ricardmedia22 Mar 20233.6
Pernod Ricard media accountmedia4 Mar 20206.6
Pricelinemedia14 Aug 20233.2
Priceline Pharmacymedia15 Aug 20233.2
Sanitariummedia2 Feb 20233.7
Sanitarium Health Food Companymedia2 Feb 20233.7
Swinburne Universityunspecified27 Mar 20197.6
Tourism Vancouverunspecified7 May 20197.4
Volvomedia6 Jan 20251.8
Western Australia Governmentmedia17 June 20188.3

Worked together again Credited with the same marketer at two brands · All connections

None recorded. Connections are only drawn between people named together in one source, never from agency rosters.

On the record Client reasons and this agency's own words, paraphrased · cliché score 2.3 per quote (league)

WHY THEY WON Holland pointed to sharp strategic thinking, a collaborative way of working and strong chemistry with the client team as the reasons for choosing Initiative.
strategic thinkingpartnershipchemistryexcitedthrilled
Alison Holland on Aspen Pharmacare Australia · the move · via Campaign Brief, 25 Mar 2025 · paraphrased
AGENCY SAYS McAlister said Initiative was excited to take on Netflix, and flagged big plans for the next phase.
ambitiousexcited
Jo McAlister on Netflix · the move · via B&T, 17 Feb 2025 · paraphrased
WHY THEY WON Fung said Initiative stood out for a collaborative way of working, sharp strategic thinking and a close cultural match.
partnershipstrategic thinkingcultural fitdelightedjourney
Christine Fung on Goodman Fielder · the move · via Mediaweek, 14 Jan 2025 · paraphrased
WHY THEY WON Woolley pointed to sharp strategic thinking, a close cultural match and value for money as the reasons for choosing Initiative.
strategic thinkingcultural fitvalue
Darren Woolley on Volvo · the move · via Mediaweek, 6 Jan 2025 · paraphrased
AGENCY SAYS Fein said Initiative was proud to take on Crown Resorts, and talked up the brand's standing.
iconic brandproud
Melissa Fein on Crown Resorts · the move · via Campaign Brief, 7 Feb 2024 · paraphrased
WHY THEY WON Lai credited Initiative with sharp strategic thinking, a record of commercial results and the quality of its people.
strategic thinkingeffectivenesspeopleambitiousexcited
Laurie Lai on Fantastic Furniture · the move · via B&T, 4 Sept 2023 · paraphrased
WHY THEY WON Tully said Initiative stood out for a record of commercial results, the quality of its people and a clear grasp of the customer and category.
effectivenesspeopleaudience understandingexcited
Gabrielle Tully on Priceline Pharmacy · the move · via Mediaweek, 15 Aug 2023 · paraphrased
WHY THEY WON Tully said Initiative stood out for sharp strategic thinking, a record of commercial results and the quality of its people.
strategic thinkingeffectivenesspeopleexcited
Gabrielle Tully on Priceline · the move · via Campaign Brief, 14 Aug 2023 · paraphrased
AGENCY SAYS Geer said Initiative was excited to take on Priceline, and talked up the brand's standing and flagged big plans for the next phase.
ambitiousexcitediconicpotential
Sam Geer on Priceline · the move · via Campaign Brief, 14 Aug 2023 · paraphrased
AGENCY SAYS James said Initiative was excited to take on Cricket Australia, and flagged big plans for the next phase.
ambitiousexcitedjourney
Sarah James on Cricket Australia · the move · via Campaign Brief, 21 June 2023 · paraphrased
WHY THEY WON Basile said Initiative stood out for strong chemistry with the client team, a collaborative way of working and its data and technology capability.
chemistrypartnershipdata and technologyexcited
Teresa Basile on Cricket Australia · the move · via Campaign Brief, 21 June 2023 · paraphrased
WHY THEY WON Thomson pointed to a collaborative way of working, the strength of its creative ideas and a record of commercial results as the reasons for choosing Initiative.
partnershipcreativityeffectivenessdelighted
Eric Thomson on Pernod Ricard · the move · via B&T, 22 Mar 2023 · paraphrased
WHY THEY WON Manihera credited Initiative with sharp strategic thinking, strong chemistry with the client team and the quality of its people.
strategic thinkingchemistrypeople
Jessica Manihera on Sanitarium Health Food Company · the move · via Campaign Brief, 2 Feb 2023 · paraphrased
WHY THEY WON Centofanti credited Initiative with the strength of its creative ideas, a collaborative way of working and sharp strategic thinking.
creativitypartnershipstrategic thinkingexcited
Sandra Centofanti on Jemena · the move · via Mediaweek, 25 Jan 2023 · paraphrased
AGENCY SAYS Fein said Initiative was delighted to take on Fitness & Lifestyle Group, and flagged big plans for the next phase.
delightedgrowth ambitions
Melissa Fein on Fitness & Lifestyle Group · the move · via Campaign Brief, 8 Dec 2022 · paraphrased
WHY THEY WON Dunseath said Initiative stood out for its data and technology capability, sharp strategic thinking and a record of commercial results.
data and technologystrategic thinkingeffectivenessambitiousbest-in-classiconicpurposethrilled
Sara Dunseath on Fitness & Lifestyle Group · the move · via Campaign Brief, 8 Dec 2022 · paraphrased
WHY THEY WON Brownfield credited Initiative with a clear grasp of the customer and category, the strength of its creative ideas and strong chemistry with the client team.
audience understandingcreativitychemistry
Mark Brownfield on EnergyAustralia · the move · via B&T, 4 Dec 2022 · paraphrased
WHY THEY WON Fung said Initiative stood out for sharp strategic thinking, the strength of its creative ideas and a close cultural match.
strategic thinkingcreativitycultural fitexcitedjourney
Christine Fung on Goodman Fielder · the move · via Campaign Brief, 13 Jan 2020 · paraphrased
AGENCY SAYS Fein said Initiative was excited to take on Goodman Fielder.
can't wait to get startedexcited
Melissa Fein on Goodman Fielder · the move · via Campaign Brief, 13 Jan 2020 · paraphrased
WHY THEY WON Graham credited Initiative with the strength of its creative ideas, a collaborative way of working and a clear grasp of the customer and category.
creativitypartnershipaudience understanding
Sarah Graham on Swinburne University · the move · via Campaign Brief, 27 Mar 2019 · paraphrased
AGENCY SAYS Fein said Initiative was delighted to take on Swinburne University.
delighted
Melissa Fein on Swinburne University · the move · via Campaign Brief, 27 Mar 2019 · paraphrased

Seen in credits Campaign credits. Not appointments or wins

LatestBrandCredited forCampaignSource
9 Aug 2022Repco SEEN IN CREDITSmediaCampaign Brief
25 Aug 2026Jameson SEEN IN CREDITSmediaB&T
13 May 2026HelloFresh Australia SEEN IN CREDITSmediaK-Pop Dinner HuntersB&T
19 June 2024The Pinnacle Foundation SEEN IN CREDITSmediaB&T
21 Jan 2026Youfoodz SEEN IN CREDITSmediaPHAARCCampaign Brief
11 Jan 2026Cricket Australia SEEN IN CREDITSmediaUnmissable First OverB&T
31 Jan 2024Industry Super Australia SEEN IN CREDITSmediaCompare the RetirementCampaign Brief
11 Aug 2025Australian Unity SEEN IN CREDITSmediarewrites the rules of livingMediaweek
30 Oct 2024DuluxTRADE SEEN IN CREDITSmediaPower to the ProCampaign Brief
1 Oct 2024Oxfam Australia SEEN IN CREDITSmediaEatB&T
15 Jan 2024Afterpay SEEN IN CREDITSmediaB&T
24 Feb 2026Pizza Hut Australia SEEN IN CREDITSmediaMediaweek
22 July 2024LEGO Australia SEEN IN CREDITSmediaB&T
28 Oct 2024Goodman Fielder SEEN IN CREDITSmediagive it some mayoCampaign Brief
24 Nov 2024NRMA Insurance SEEN IN CREDITSmediaB&T
6 June 2017Simplot SEEN IN CREDITSmediaB&T
24 Sept 2019LUCRF Super SEEN IN CREDITSmediaCampaign Brief
19 May 2021Tourism Tasmania SEEN IN CREDITSmediaCampaign Brief
7 Apr 2020Department Health WA SEEN IN CREDITSmediaTogether, we will get through this WACampaign Brief
3 Feb 2021Amazon SEEN IN CREDITSmediaCampaign Brief
3 May 2021Swinburne University of Technology SEEN IN CREDITSmedianext gen_nowCampaign Brief
11 July 2021Mental Health Commission SEEN IN CREDITSmediaCampaign Brief
24 Oct 2021Quest Apartment Hotels SEEN IN CREDITScreativeAs Local As You Like ItB&T
1 Nov 2021Watches of Switzerland SEEN IN CREDITSmediaA Devotion to the ExtraordinaryCampaign Brief
8 Nov 2021IAG SEEN IN CREDITSmediaCampaign Brief
15 Dec 2021ShareCover SEEN IN CREDITSmediaDisasterClassCampaign Brief
31 Mar 2022Specsavers SEEN IN CREDITSmediaCampaign Brief
29 Mar 2022CGU Insurance SEEN IN CREDITSmediaCampaign Brief
14 Aug 2024Kleenheat SEEN IN CREDITSmediaNo Song and DanceCampaign Brief
21 Oct 2022P&N Bank SEEN IN CREDITSmediaCampaign Brief
9 Jan 2023Officeworks SEEN IN CREDITSmediaCampaign Brief
13 Mar 2023Tourism WA SEEN IN CREDITScreativeCampaign Brief
26 Sept 2023Crown Resorts SEEN IN CREDITSmediaHereCampaign Brief
4 Dec 2023IAG for NRMA Insurance SEEN IN CREDITSmediaUntil ThenCampaign Brief
9 Apr 2024St John WA SEEN IN CREDITSmediaLBB
11 July 2024Pernod Ricard Winemakers SEEN IN CREDITSmediaMediaweek
7 Aug 2024Tourism WA SEEN IN CREDITSmediaCampaign Brief
15 Sept 2024Specsavers ANZ SEEN IN CREDITSmediaLBB

Wins and losses

DateBrandDisciplineResultOther agencyEst. $m
23 Jan 2026Industry Super AustraliamediaLostZenith
20 Oct 2025Ear Science Institute AustraliamediaWon
25 May 2025BunningsmediaLostPHD
25 Mar 2025Aspen Pharmacare AustraliamediaWonMindshare
18 Mar 2025CareSupermediaLostInvolved Media
17 Feb 2025NetflixmediaWonWavemaker
13 Jan 2025Goodman FieldermediaRetained
6 Jan 2025VolvomediaWonMindshare
1 Aug 2024SwinburnemediaLostPrinciple Media Group
7 Feb 2024Crown ResortsmediaWon
4 Sept 2023Fantastic FurnituremediaWon
15 Aug 2023Priceline PharmacymediaWon
14 Aug 2023PricelinemediaWon
21 June 2023Cricket AustraliamediaWon
22 Mar 2023Pernod RicardmediaWon
2 Feb 2023SanitariummediaWon
2 Feb 2023Sanitarium Health Food CompanymediaWon
25 Jan 2023JemenacreativeWon
17 Jan 2023Property Group PeetmediaLostMatch & Wood
8 Dec 2022Fitness & Lifestyle GroupmediaWon
11 Oct 2022EnergyAustraliamediaWonCummins&Partners
24 Mar 2022CarnivalmediaLostThis is Flow
28 Feb 2022Australian Unity media accountmediaWon
14 July 2021AfterpaymediaWon
5 July 2021IAGmediaWon
4 Mar 2020Pernod Ricard media accountmediaWonPublicis
13 Jan 2020Goodman FieldermediaWon
19 Sept 2019DeliveroomediaWon
2 July 2019KPMGmediaWonZenith
7 May 2019Tourism VancouverWon
1 May 2019CarnivalmediaWon
27 Mar 2019Swinburne UniversityWon
14 Feb 2019Fujitsu GeneralmediaWon
23 Sept 2018OfficeworksmediaWon
17 June 2018Western Australia GovernmentmediaWonOMD
20 Dec 2017JemenamediaWon
5 Apr 2017PeetmediaWon
2 Mar 2017KiamediaLostHavas