David Burger replaces Luke O’Sullivan as managing director at Initiative Perth

Initiative Perth has appointed David Burger as its new managing director, taking over from Luke O’Sullivan who is stepping away from the industry.

Burger joins the leadership team at Initiative Perth which includes GM Judi Van Omme, who leads operations and partnerships, as well as GM of the WA Government account, Cameron Mack, and group business director Steven Hare.

He brings 21 years of experience in marketing communications on Australia, Japan, Germany, the Middle East and South Africa.

Burger has previously served as head of client services at digital agency Be Media, deputy managing director of WPP creative commerce agency Geometry Global Japan, as senior and group business director roles at Ogilvy in Germany, as well as business head for M&C Saatchi in South Africa.

Of his appointment, Burger said: “Initiative Perth is a strong, passionate and successful agency. I am looking forward to supporting the team and client partners to achieve success in challenging but exciting times in the marketing landscape.”

Initiative Australia CEO Melissa Fein also revealed that Heather Lawson, a member of the Initiative Perth leadership team, has been promoted to become general manager of a new Mediabrands entity, which will be announced soon.

Of the changes, she said: “We are very impressed by David’s career experience and leadership skills. He has an entrepreneurial approach to client opportunities and will provide our Perth teams with strong leadership developed over his career.

“With the support of the credentials and experience that our Perth leadership group has established, David will be an important addition to this award-winning team.”

It’s been a big year for the Mediabrands agency, with Initiative winning media agency of the year at the 2021 Mumbrella awards in July.

There have been multiple hires in the Sydney and Melbourne offices recently, with Rebecca Drummond joining as Initiative Sydney’s first group strategy director, and Toby Maclachlan hired as strategy director at Initiative Melbourne. Following that, Jo McAlister was moved to the role of general manager in Sydney.

Initiative’s recent account include Afterpay, and IAG, which includes brands such as NRMA Insurance and CGU.


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