Jo McAlister, managing director, Initiative, has been at the helm of the agency for the last five years. With over 20 years of marketing and media experience, McAlister has managed international and national brands across linear media and digital platforms, with roles across SBS, Foxtel and Seven. Known for her bold and creative approach to her work, McAlister is passionate about creating a culture of opportunity for the next generation of talent and celebrating the wins along the way.
Chatting with B&T’s own Greg “Sparrow” Graham, she shares insights into her career highlights and the values that have defined her leadership—from championing market-leading work to celebrating moments of triumph with her team.
1) You’ve had a diverse career mainly with media companies both on the client side & now the media agency side. If you could only pick one highlight what would it be?
McAlister: Definitely launching the last season of Game of Thrones for Foxtel: we transformed Centennial Park into ‘Grave of Thrones’, a homage to all departed characters. It won every advertising award available, including a Cannes Lion and truly sums up my approach to always trying to connect deeply with an audience.
2) I love your energy & passion particularly when you are supporting your younger talent, what drives that passion?
McAlister: I am determined to lead with kindness, authenticity, and respect and strive to create a culture of opportunities for everyone. Tell me what floats your boat, and I will make it happen!
3) How has your leadership evolved and what role did The Marketing Academy play?
McAlister: I am TMA’s biggest advocate and play a role as the 2nd round selection interviewer every year. Being in the very first cohort (shout out to the OGs!) I took a leap into the unknown, but quickly learnt that TMA gave me valuable headspace to really think about who I was as a person… and what I wanted my leadership style to be.
4) You have won many awards plus Initiative’s Awards cabinet is chockers, how important are they to clients & new business success?
McAlister: In an industry built on reputation, achieving recognition for great work or agency initiatives can’t be understated. However, my primary focus is always to do market-leading work that smashes our clients’ objectives and have a deliriously happy team, and if awards come afterwards, let’s pop the champagne!
5) Who have been your mentors that have influenced your career?
McAlister: Two stand out to me.
Chris Keely (my boss at SBS) taught me to bring my true self to work and that I didn’t have to be the loudest to get attention, it comes through confidence and listening to others. His favourite advice was “Never miss the drinks!” because that’s when you make the real connection.
The late Brian Walsh from Foxtel was very special to me. He and I just got each other because we adored content and the creative process. Brian could be fierce, but he loved that I would pitch him the craziest content ideas. I think he liked the way my brain worked and would always chuckle when I put forward a bold request.
6) As an industry what’s one thing you would change to make us all better?
McAlister: I would love to turn down the gossip and increase industry camaraderie. The reason I stay agency-side is because of the people, I have never worked with or been exposed to such clever thinkers. I think agencies need to value themselves more (especially in pitches), we can only make change when we work together to achieve it.
7) Change is constant & the agency has experienced that recently, how do you inspire the people around you & clients to believe in a positive future?
McAlister: Change is constant but out of significant change comes great opportunity. At Mediabrands we are in a true transformation phase, it is exciting and the way forward. It is critical for our business to evolve, as media has been operating the same way for too long, we must adapt to a new structure with new ways of working with new tech that utilises automation and AI.
8) With the current economic headwinds, are ambitious clients still investing in bold ideas?
McAlister: Yes! Thank goodness. I am a huge proponent of a great idea that can happen at any budget level; it is just the client’s appetite that affects the outcome. This year we have produced some of our boldest ideas, NRMA’s Bruce Hwy Campaign with News stands out. Working with News, NRMA successfully advocated for improvement along the Bruce Hwy to benefit QLD communities.
9) What’s one thing that’s not on your LinkedIn profile?
McAlister: I’m a girl mum – my greatest achievement is raising a strong, loving and kind daughter who stands her ground and isn’t afraid of anything. Hopefully people see those attributes in me.
10) Important last question, do your parents know what you do?
McAlister: Absolutely not! They understood me more when I worked at a media company like Seven, SBS, Foxtel but the media agency role has thrown them completely. They just want me to be happy so if that’s the case they are fine.
