CB WA Q&A with Initiative CEO Jo McAlister: From Perth beginnings to national leadership

In November last year, IPG Mediabrands promoted Jo McAlister to CEO of Initiative Australia – a career milestone for a leader who began her career in Perth before heading east to Sydney. Campaign Brief WA sat down with McAlister to explore how her WA roots continue to shape her leadership style today, and how she’s applying those lessons to running one of the country’s top media agencies.

In this exclusive interview with CB WA, McAlister opens up on Initiative’s winning streak, the rise of AI, the importance of culture and client chemistry, and even what she’d be doing if she wasn’t running one of Australia’s biggest agencies.

Check out the interview here on Campaign Brief WA…