Initiative Melbourne managing director Stephen Fisher has announced the appointment of Lyndelle O’Keefe as strategy director, a newly created role at the agency.

O’Keefe’s appointment is a significant strengthening of the agency’s leadership team after a period of sustained growth that has seen new business wins including ME and Tourism Tasmania.

“We’re extremely fortunate to have Lyndelle joining our team.  There is always plenty of opportunity for people of her calibre in the market.” said Fisher.  “Lyndelle will not only bring admirable and proven strategic skills, but also leadership and mentorship to the team.  Coupled with an ability to form close partnerships with clients, her talent is a rare mix.”

O’Keefe has worked in the media industry for 15 years. She began her career at Zenith Media and Mediacom working across the automotive, retail, FMCG, technology, finance, and luxury categories. She later specialised in strategic planning and strategy as Communications Director at bellamyhayden and Slingshot Media. Most recently O’Keefe worked at Initiative Perth as Strategy Director and was a key member of the leadership team when the agency was named WA Media Agency of the Year in 2014.

“Initiative is a highly competitive agency with a clear vision, momentum, and a fantastic track record with its clients,” said O’Keefe. “I am passionate about communications and about media agencies having a seat at the top table through work that truly shifts the needle for brands and I am looking forward to new opportunities in this dynamic market.”