Initiative promotes Wheaton to national MD as leadership model shifts

Initiative has promoted Paige Wheaton to national managing director, as the agency reshapes its leadership structure to support national alignment and client growth.

Wheaton will take on responsibility for business performance across Australia, overseeing a standardised operating model and leading client partnerships and teams nationally. Market leads across Sydney, Melbourne and Perth will report into her.

The move comes as Initiative evolves its structure under CEO Jo McAlister, aligning operations more closely across markets and positioning the agency for its transition into the Omnicom Group network.

Wheaton joined Initiative in early 2023 as chief investment and partnerships officer and has since led the agency’s investment strategy and strengthened relationships with media and technology partners.

“Promoting from within is incredibly important to us at Initiative because it reflects the strength of our culture and the depth of talent across the business,” McAlister said.

“This leadership realignment comes at a pivotal moment in Initiative’s journey, as we transition into the Omnicom network, leveraging the strength of its tools and capabilities while continuing to operate with the hands-on, client-by-client approach that has always defined our agency.

“Paige has had a significant impact since joining the agency. She is a deeply respected leader who combines commercial rigour with a genuine passion for people and partnerships.

“This role is about setting Initiative up for what’s next. We’re operating in an increasingly complex and fast-moving market, and this structure ensures we are better aligned nationally, closer to our clients and set up to deliver long-term client growth.”

Wheaton said the role comes at a time of change across both the agency and the wider media landscape.

“I’m incredibly proud to take on this role at such a pivotal time for both Initiative and our industry,” she said.

“My focus will be on driving greater alignment across our national business, strengthening our client partnerships and continuing to build a high-performing, connected team that delivers meaningful client growth.

“The opportunity to reimagine how we operate and how we show up for clients is incredibly exciting, particularly as the pace of change in the media landscape continues to accelerate.”

Following the appointment, investment responsibilities will shift to market leadership teams, including Daniela Rocchi and Tom Carlon in Sydney, Stephanie O’Donnell in Melbourne and Brianna Wells in Perth.

Wheaton’s appointment is effective immediately.