INITIATIVE ELEVATES PAIGE WHEATON TO NATIONAL MANAGING DIRECTOR IN STRATEGIC LEADERSHIP SHIFT

The initiative promoted Paige Wheaton to National Managing Director, signalling a strategic leadership shift to strengthen national alignment and client growth. The move reflects the agency’s evolving structure under CEO Jo McAlister, as it adapts to a complex media landscape and transitions into the Omnicom network.

Media agency Initiative has promoted Paige Wheaton to the role of National Managing Director, marking a significant restructuring designed to align its operations more closely with the demands of a rapidly evolving media landscape.

The appointment reflects a broader strategic recalibration led by Jo McAlister, who is reshaping the agency’s leadership model to enhance national cohesion, operational efficiency and sustained client growth. Under the new structure, Wheaton will assume overarching responsibility for business performance across Australia, overseeing a unified end-to-end operating model and managing client partnerships nationwide.

Based in a central leadership role, Wheaton will have direct oversight of market leads and managing partners across Sydney, Melbourne and Perth, streamlining reporting lines and reinforcing a more integrated national framework. The move signals Initiative’s intent to break down regional silos and deliver more consistent, high-impact outcomes for clients.

Since joining Initiative in early 2023 as Chief Investment & Partnerships Officer, Wheaton has played a critical role in strengthening the agency’s investment capabilities and forging deeper relationships with media and technology partners. Her leadership has also been central to refining Initiative’s integrated approach, enabling the delivery of scalable, high-growth solutions for clients navigating an increasingly fragmented media environment.

McAlister described the promotion as both a recognition of Wheaton’s contribution and a reflection of the agency’s commitment to nurturing internal talent. She emphasised that the leadership realignment comes at a pivotal moment, as Initiative transitions into the Omnicom Group network. This transition is expected to unlock new tools, capabilities and global expertise, while preserving the agency’s established client-centric approach.

Highlighting Wheaton’s leadership qualities, McAlister pointed to her ability to balance commercial discipline with a strong emphasis on people and partnerships. She noted that the new structure is designed to position Initiative for long-term success in a market characterised by rapid change and increasing complexity, ensuring closer alignment with clients and stronger national coordination.

Wheaton, meanwhile, expressed enthusiasm about stepping into the expanded role, describing it as an opportunity to shape the agency’s future at a transformative time for both Initiative and the wider industry. She outlined her focus on driving greater cohesion across the national business, deepening client relationships and building a connected, high-performing team capable of delivering sustained growth.

She also underscored the importance of rethinking operational models as the media landscape accelerates, noting that agility and innovation will be critical in meeting client expectations in the years ahead.

Following her transition, investment responsibilities will be distributed across Initiative’s market leadership teams, drawing on a strong national talent pool that includes Daniela Rocchi and Tom Carlon in Sydney, Stephanie O’Donnell in Melbourne, and Brianna Wells in Perth. This decentralised approach is intended to maintain momentum in investment strategy while reinforcing leadership depth across regions.

Wheaton’s appointment takes effect immediately, positioning Initiative to navigate its next phase of growth with a renewed focus on national alignment, operational excellence and client success.