Chris O’Keefe appointed MD of Initiative Perth

Chris O’Keefe has been appointed managing director of Initiative’s Perth operations ahead of a renewed focus on the Western Australia market by Initiative’s parent company Mediabrands. He replaces former MD Debra Neve who resigned in May after 17 years with the company to join Mitchell & Partners.

Henry Tajer, executive chairman of Mediabrands Australia, said the group was making available greater capabilities and resources to its Perth operations and investing in the West Australian market by expanding the reach of existing, specialist Mediabrands businesses.

“Chris has been in a caretaker management role for Initiative Perth for several months and he quickly demonstrated success with the talented Perth team and business opportunities for the agency,” said Tajer.  “This is one of those rare opportunities for a person of Chris’ abilities to take charge of an already successful business, so I am delighted he has accepted the role of Managing Director of Initiative Perth.”

O’Keefe (pictured above) has been chief investment officer for UM for a short period and prior to that was managing director of Initiative Sydney.

“We are planning a different type of business in WA. The agency has dedicated people, solid client relationships and good prospects which we hope to advance partly by making available some of our Mediabrands skill sets,” said Tajer.

“I have been impressed with quality of the people and the work at the agency,” said O’Keefe. “Having also met most of the clients, the opportunity is there to discuss new communications potential provided by Mediabrands specialist services, which I will do in the coming months.” 

O’Keefe officially starts in his new role on September 1.