Initiative appoints Elle Galipienzo to the newly expanded role of Head of Impact

Initiative has appointed Elle Galipienzo to the newly expanded role of Head of Impact, reflecting growing client demand for work that delivers both commercial results and positive societal outcomes.

Having spent the past nine years at Initiative leading client partnerships including IAG, Pernod Ricard and Goodman Fielder, Galipienzo has played a central role in building the agency’s Impact practice. In her new role, she will focus exclusively on growing the capability across Initiative’s client portfolio.

Initiative believes the most impactful work creates a value exchange that breaks beyond product and service. Building from an established bench of impact driven work including NRMA’s Help Our Highway, Beyond 3%, Boys Do Cry and Make Awkward Awesome, this role is a key driver of both creativity and effectiveness for the agency.

Tom Dodd (Doddy), Chief Strategy Officer, Initiative Australia, said the appointment reflects the increasing demand from our clients to embed their growth decisions in conscious choices that contribute to the health of the marketing ecosystem and the customers they serve: “What makes Elle so unique is her ability to see the role impact can play across a client’s entire business and turn that ambition into something tangible. Over nine years at Initiative, she has built a formidable reputation in this space, not just for the quality of her thinking, but for her ability to translate it into work that influences behaviour, shapes culture and informs business decisions. Formalising this role is recognition of the contribution Elle already makes and gives her the platform to bring that expertise and influence more broadly across our clients and our organisation.”

Galipienzo said her role will focus on helping organisations embed impact into everyday business decisions: “I have always believed purpose works best when it is integrated into how organisations operate, not positioned as an add-on. The opportunity for brands today is to connect commercial success with meaningful outcomes for people and communities.”

“Media sits at the intersection of culture, influence and behaviour. That gives us a genuine opportunity to help shape positive change while delivering strong business results. There is a strong appetite already from our growing client base that will step-change how we work with our clients, partners and communities, and influence how our brands show up in the most creative way.”

Beyond her client work, Galipienzo serves on the MFA DE&I Council, and is recognised as one of the industry’s leading voices on purpose-led media and behaviour change.

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