Initiative drafts UM’s O’Keefe to head up Sydney

Initiative has confirmed the appointment of Mindshare’s Tracie Michael as its new CEO, while Universal McCann’s Chris O’Keefe has also been announced as the new MD of the media agency’s Sydney office.  

The announcement:

Richard Beaven, worldwide CEO of the performance-led media network Initiative, has announced the appointment of Tracie Michael as CEO of Initiative Australia. Ms. Michael is currently managing director of Mindshare Sydney, a position she has held since 2005.

In a further strengthening of Initiative Australia’s senior management ranks, Richard Beaven has also announced the appointment of Chris O’Keefe to be managing director of Initiative Sydney. O’Keefe is currently one of the senior client service directors at Initiative’s sister agency UM. Both companies are part of Mediabrands in Australia.