Initiative has announced a new senior leadership team for its IAG account. Luke Carmichael has been appointed as Managing Partner, while Elle Galipienzo has been promoted to Group Business Director.

Initiative serves as the agency of record (AOR) for IAG, handling media strategy, planning, and buying across all channels for IAG's brand portfolio, which includes NRMA, CGU, and WFI. The agency has held this role since 2021, with the exception of social and performance media, which are managed internally by IAG.

The new appointments are effective immediately. Carmichael brings a wealth of experience to his new role, having previously served as Head of Client Service at Carat, Head of Advertiser Partnerships at Samsung Ads, and as an Agency Lead at Google. Galipienzo has been with Initiative for over eight years, gaining experience in investment, communications planning, and client leadership across major brands.

Jo McAlister, CEO of Initiative, expressed enthusiasm about the new leadership team. "We're excited to offer IAG a new highly skilled and energised team. With Luke and Elle in senior leadership roles, we're bringing even greater firepower to help IAG achieve its ambitious transformation agenda."

McAlister also highlighted the success of the partnership between Initiative and IAG. "Our long-standing and ongoing partnership with IAG has delivered exceptional, results-driven work from the acclaimed Bruce Highway Upgrade campaign to the launch of A HELP COMPANY during the Paris Olympics. These campaigns haven't just built brand awareness they have resulted in real-world behavioural change across communities, and having Elle and Luke at the helm, will add new perspectives and skillsets to the account," she said.

Carmichael expressed his excitement about joining Initiative and leading the IAG business. "I'm excited to join Initiative and lead the IAG business through its next growth phase. IAG is an iconic Australian organisation with bold ambitions and our focus will be to deliver connected, data-driven strategies that drive meaningful commercial outcomes, while further elevating Initiative's reputation as a partner of impact," he said.

McAlister praised Galipienzo's talent and readiness for her new role. "Elle is a powerhouse talent with a proven track record of client success and a passion for purpose-driven work. She's ready to take on a more elevated role and IAG presents the perfect opportunity for her to do just that," McAlister stated.