Melissa became CEO of Initiative in 2018 with one clear vision – to make it the most revered agency in Australia. One that doesn’t chase but attracts the best clients and talent. In under 24months Melissa took the agency from purgatory to glory, going from outside the top 20 in R3’s New Business League to 2nd and becoming one of the fastest growing media agencies in the country. All impressive in normal circumstances, but to do so during the turbulence of 2020/21 it’s even more revolutionary.

The secret to her success? Lean-in Leadership.
Don’t just listen. Don’t settle for settling. Don’t avoid tough conversations. Don’t accept precedence. Lean in.

Just as Initiative Australia has experienced its best year ever, Melissa’s stature as an industry leader and advocate has grown in parallel. When the world leaned back, Melissa leaned in and the business and our people are better for it.