Debra Neve departs Initiative to join Mitchell & Partners in group business director role

Debra Neve, one of the most respected members of the Perth advertising community, has resigned her position as managing director of Initiative to take up the role of group business director at Mitchell & Partners.

Neve’s departure ends a 17-year stint at Initiative – 16 as MD – which saw the agency grow to become a major player in the media planning and buying industry with billings estimated at around $55 million.

Says Neve: “The decision to move was not taken lightly. The professional team of people at Initiative Perth are not only a delight to work with but are also my friends.  Having said that, the opportunity to work with the largest media entity in Perth and the potential challenges presented by their range of clients is one I look forward to. I’ve worked with both Alan Matthews and Tom Martin in the past as well as many of their senior people, so I’m confident I will enjoy my future with them.”

Originally from Canada where she worked on clients such as Colgate Palmolive, Nestle, Playtex, Kellogg,  Salada, McDonald’s Restaurants and the Canadian Government Office of Tourism, Neve arrived in Perth for a ‘short visit’ in 1980 – and has been here ever since.

In 1985, she started Perth’s first independent media buying consultancy, Media Specialists. On the basis of her strong background and much lauded strategic and buying skills she quickly built the business and acquired clients including Swan Brewery, Department of Health, Chicken Treat, Big Rooster, Woolworths, Vax Appliances and Tony Barlow – all national accounts.

Neve was one of four media leaders to implement the first media training course in Perth. Over the years, she has been involved with the AFA and their media school and lectured at Curtin University, Edith Cowan and UWA for their Advertising and Marketing courses.

In January 1994, Neve brought her business to Initiative and joined the company as general manager. She was appointed managing director in 1995. Accounts handled over the years include Bunnings Warehouse, Police and Nurses Credit Society, Stockland, TVW Channel 7, BGC Group, BankWest, Cash Converters, Kresta Blinds, RAC, Beds Plus and the West Australian. In fact due to her long tenure in the marketplace there are few Perth clients Neve hasn’t worked with.

Neve’s move to Mitchells signals a changing of the guard in Perth media. Says Mitchell’s managing director Alan Matthews: “Mitchell & Partners are now clearly the largest media planning and buying specialists in the state and our clients deserve to work with the very best in the business. Over many years Debra has probably been the best of the best and will be an enormous asset moving forward.”

Matthews also made it very clear that Neve had been engaged to work on some of Mitchells’ largest accounts and the move was not intended as a raid on Initiative’s client list.