Initiative’s Megan Davey promoted to Melbourne boss
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Initiative’s Megan Davey promoted to Melbourne boss

Media agency Initiative has promoted its Melbourne general manager, Megan Davey, to the new role of Melbourne head following the resignation of managing director Sarah James.

Davey joined the agency in 2016 and has been promoted to Chief Account Officer, Group Business Director and Account Partner. Her new role will see her significantly accelerate the agency’s growth, help it stay ahead of the pack with innovative strategies and continue to deliver breakthrough results for clients.

“It is an incredible honor to lead this dynamic team during such an exciting time for our industry,” Davey said when asked about her role.

“Our clients demand that we keep up with an ever-evolving and demanding media landscape, and we remain more committed than ever to delivering innovation and business results for our clients through effective use of media. I am very excited to lead my team and our clients to success.”


Mark Coad, CEO of Mediabrands and Acting CEO of Initiative ANZ, said Davey’s appointment reflects her leadership and ability to drive continued growth for Initiative.

Megan Davey

“Since taking over as GM last year, Megan has proven to be integral to the agency’s success. Initiative Melbourne has flourished with Megan as part of the leadership team and the agency will be in safe hands with her at the helm,” Coad said.

“Her passion for her craft has always been unwavering and her leadership has been instrumental in enabling the agency to grow, support innovation and sustain its ambition to deliver exceptional results for its clients.

“But what I admire most about Megan is her ability to lead her team to success. She teaches, mentors and motivates her team to be their best every day, and the culture at Initiative Melbourne reflects that approach.

“Her promotion to head of Melbourne was a no-brainer and I am excited about what the future holds as Melbourne continues to expand its presence in the market.”

Coad took the opportunity to thank James for working with the media agency.

“I would also like to take this opportunity to thank Sarah for her enormous contribution to the company’s development,” he said.

“She is a gifted leader whose passion and energy have earned her the respect and admiration of both her team and her clients. We wish her every success in her new role.”

Davey’s appointment is effective immediately.