Initiative adds Jason Maggs to senior strategy and corporate responsibility role

Initiative Australia has named international strategist and former Cannes Young Lions winner Jason Maggs as senior director of strategy.

Maggs joins from Initiative New York, where he was vice president and director of strategy and social good. He’ll carry lessons from that role across the Pacific, charged with furthering the Sydney team’s work in the corporate social responsibility space.

Chief strategy officer Sam Geer (left) with senior director of strategy Jason Maggs (right)

Initiative’s local chief strategy officer, Sam Geer, said clients want to do more work in this space.

“Many clients are wanting to elevate their CSR [corporate social responsibility] programs to be more effective, however they struggle with successfully implementing the changes,” he said.

“Jason is world class in this area and a brilliantly talented strategic mind. His work at Initiative will extend beyond creating industry-leading CSR programs for clients, to inspiring them to drive more cultural and socially-conscious communications through their everyday work and campaign development.”

Maggs recently helped secure a passenger jet from Virgin Australia to bring 240 young people to Sydney from the USA for a week of mentoring as part of the AIME program.

He said there aren’t many industries which can change the world in the way adland and media can.

“There aren’t many industries in the world that have the skills, resources and influence to create solutions to real world problems quite like we do,” Maggs said.

“We have a responsibility to our clients and our community to create change needed in the world, we just have to commit. I look forward to working with our clients and non-profits to help create a fairer world.”

In the past week, Initiative has added Tourism Vancouver and the $30 million Carnival Australia account to its roster.


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