Initiative strengthens leadership team servicing IAG

June 25, 2025 1:50

Initiative has made two key appointments to strengthen its relationship with a leading client.

To better service IAG — which Initiative has been the media agency of record for since 2021 — the agency has appointed Luke Carmichael as managing partner, and has promoted Elle Galipienzo to group business director, effective immediately.

Carmichael joins from Dentsu’s Carat, where he was head of client service. Prior to that, he was head of advertising partnerships at Samsung Ads. He also previously spent ten years at Mindshare, and did a three-year stint at Google as an agency lead.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.