Initiative has unveiled its new strategy team lineup aimed at elevating the media agency’s strategy and product offering for client growth.
The team is made up of well-earned promotions and new appointments and follows the recent appointment of Tom Dodd to the national chief strategy officer role.
Stepping into Dodds’ previous role as national head of strategy is Ali Coysh who was previously Sydney, head of strategy; Tom Davies will take on Coysh’s role of Sydney Head of Strategy with the addition of Product to his remit.
Newly appointed Clare Graham joins the agency as Sydney strategy director bringing a creative mindset to the team; Tate Nalen takes on the role of Melbourne strategy director, working alongside Graham plus Charles Dangibeaud, Perth’s head of strategy.
With an immediate remit to design and lead the next evolution of Initiative’s strategy offering the new national team will focus on prioritising adaptive strategies for its clients leveraging data-driven insights and emerging technologies, including AI.
Ali Coysh, Emma Greenhalgh, Tom Dodd, Clare Graham, Tom Davies.
Dodd said the establishment of the national strategy team reflects Initiative’s commitment to driving growth and transformation for both the agency and its clients; and he was immensely proud to be working with some of Australia’s brightest minds, reflecting the deep bench of strategic talent across the agency.
“In an era defined by rapid transformation and heightened client expectations, Initiative’s strategy team will push the boundaries of what media can achieve,” Dodd said. “Our new team will focus on building adaptive, insight-led strategies that harness the power of AI, data intelligence, and cultural fluency to unlock growth for brands.
“Since taking on the CSO role I have been wholly focussed on finding the right people to drive the business forward that embody the strong strategic culture we have built as an agency. I’ve known Ali for many years, he is an exceptionally talented thinker & brilliant human to work alongside, so I’m delighted to have him helm of our national strategy offering,” he added.
Charles Dangibeaud
Dodd said of Coysh’s appointment: “Ali’s ability to take a brief and challenge it in the right ways to deliver the best client outcomes, has always been his sweet spot,” said Dodd. “It’s rare to find a person who truly understands audiences and business problems and how they merge for growth like Ali does; watching his brain start to tick when he’s given a new brief is a lesson for us all…he’s the perfect person to help me lead Initiative’s strategy offering.
Coysh, whose agency career spans 15 years with roles in both London and Sydney, said: “Initiative has always been a strategic powerhouse, known setting up its clients for success. I’m excited to have our team take Initiative into a new era, we have such a wealth of talent across all markets it’s a formidable position to be in. With a strengthened strategy and product offering, and a proposition underpinned by market leading technology, tools and talent we are in a unique position to cement our proposition as the Cultural Experience agency.
“We are laser focused to help our clients navigate a challenging market, putting media at the forefront to deliver business growth with our distinct brand of strategic creativity. It’s an exciting time to be part of a team with a shared ethos to do things differently.”
Tate Nalen
Dodd added: “With a deep understanding of audience behaviour and business challenges, Initiative’s strategy offering is built to future-proof client growth and success—connecting brands to culture in meaningful ways while ensuring measurable business impact. This evolution reinforces Initiative’s reputation as a leader in strategic media thinking, ensuring its clients stay ahead in an increasingly complex and competitive landscape.”
These appointments follow recent new business wins including Netflix and Volvo plus recent contract extensions including Goodman Fielder and Fantastic Furniture. All appointments and promotions are effective immediately.
Top image: Top – Ali Coysh, Emma Greenhalgh, Tom Dodd, Clare Graham, Tom Davies.
Bottom left – Charles Dangibeaud. Bottom right – Tate Nalen