Grounded in WA, leading on the national stage – Jo McAlister, CEO Initiative Australia

In November last year, IPG Mediabrands Australia promoted Jo McAlister to CEO of Initiative Australia. A homegrown talent, McAlister began her career in Perth before moving to Sydney, where she built a 20-year track record across major media players including Seven Network, Foxtel, NBCUniversal and SBS. She joined Mediabrands nearly six years ago and has since risen through the ranks. Campaign Brief WA caught up with McAlister to discuss how her Western Australian roots have shaped her leadership style today.

Let’s start at the beginning, you grew up and studied in WA. How do those roots shape not just who you are, but how you lead a national agency today?
I’m a south-of-the-river Perth girl who went to Corpus Christi and then Curtin University, where I studied a Bachelor of Commerce in Marketing and PR. My early career took me from a marketing role with the City of Perth to leading marketing at the West Australian Symphony Orchestra, before heading East to work in marketing at the ABC which kicked off my media career. Growing up and starting my career in WA has shaped me to be pragmatic, grounded, and community focused. It’s given me an appreciation for building strong relationships and valuing trust, all of which I bring to leading a national agency today.

Initiative claims it unlocks business growth for the world’s most ambitious brands. Why does it matter for brands right now and what is your MO to unlocking a brand’s future?
In today’s fragmented, fast-moving world, where categories are becoming more commoditised, brands can’t just buy attention, they must earn cultural relevance. Growth comes from creating bold, distinctive ideas that don’t just stand out, but authentically connect with audiences through deep cultural understanding. It’s about balancing the need to deliver impact now with the discipline to build long-term brand equity. A lot of the work we’re most proud of as an agency has come from anchoring cultural insight with strategic rigour, helping our clients not just show up in market, but show up in the right conversations, communities and moments that truly unlock business growth.

Media is changing at warp speed, from AI to retail media. What excites you most, and where do you see the biggest opportunities for marketers?
There is nothing more exciting than having the opportunity to connect creativity, data, and technology in new ways, every day. AI and retail media are opening doors to hyper-personalised experiences and real-time insights that were unimaginable a few years ago. For marketers, the biggest opportunities lie in using these tools to make campaigns smarter, faster, and more relevant, while staying human and culturally attuned. The winners are those who combine innovation with empathy, creating work that resonates with people, not just algorithms. And that’s the challenge my team and I relish daily.

Initiative has been on a strong winning streak recently. In your view, what’s the secret sauce that helps you land competitive pitches?
Initiative loves an alliteration, so I believe our success comes down to clarity, chemistry, and conviction. We’re disciplined in getting to the sharpest strategy, but just as importantly, we build genuine chemistry with clients by showing up as real partners, not just a pitch team. I think like a client because I was one for 20+years. We bring conviction in our ideas, grounded in data, creativity, and cultural insight, so clients feel confident we’ll deliver. And we do!

Culture is often described as Initiative’s superpower. How do you keep that culture alive across markets, and what does it mean for the work?
Our culture is built on care, courage, and the extra 1%s, we work hard to make that real in every market. We reward true INI behaviours, and we create space for people to bring their whole selves to work. That culture directly shows up in the work: teams feel safe to push boundaries, challenge conventions, and create ideas that are bolder, braver, and more effective for clients. You spend an inordinate amount of time at work so if your team aren’t your genuine partners and the environment isn’t a fun place to be, then that workplace is not the place for you, Initiative people genuinely love their workplace and as a leader I work hard to maintain that culture.

You’ve built a career in an industry that often celebrates reinvention. What’s the most important lesson you’ve learned about leading through change?
The last year has seen Initiative go through the most change I have seen in the 6 years with the agency. My biggest lesson is leading through change isn’t about having all the answers, it’s about creating clarity and confidence when there’s uncertainty. People don’t just need direction; they need trust, transparency, and belief that you’re in it with them. I’ve learned to listen deeply, communicate often, and anchor decisions in values, not just circumstances. Change is constant in our industry, but if your people feel safe, supported, and inspired, they’ll move forward with you, and often exceed what they thought was possible.

You’re often described as a progressive leader. What drives your leadership style, and how do you pass that on to the next generation of talent?
For me, progressive leadership is about being values-led, people-first, and future-focused. What drives my style is a belief that leadership is about unlocking potential in others, whilst driving results. I try to create environments where people feel safe to be themselves, challenge the status quo, and think differently. I love the team to have a bold opinion.

Having started your journey in WA, what do you think makes this market distinct, and how does that perspective influence your approach nationally?
Growing up in WA definitely shaped me and I remember it fondly. I grew up when you could still prawn in the Swan River. West Australians are pragmatic, resilient with a strong focus on relationships. When I tell people I grew up in Perth, people will say “oh that’s why you are so nice!” that sums it up!

Quickfire
Favourite WA escape: Down south – hoping to be holidaying with friends in Flinders and Esperance this January.
Favourite drink: Love a Margaret River wine – Vasse Felix is a particular favourite.
Binge-worthy show: Always consuming Netflix content (they are an Initiative client)! Loved Adolescence and Bridgerton and just finished Hostage.
Beach holiday or adrenaline rush: Definitely a beach holiday gal – can’t wait to head over to Rottnest in October. My brother says Samphire is a must!

Finally, if you weren’t running one of Australia’s top media agencies, what do you think you’d be doing instead?
No one believes me but I would love to own a small farm, I can imagine swapping pitches for paddocks and emails for early mornings.