Page 79 - AdNews magazine Mar-Apr-May 2023

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how its staff’s time at Initiative could help fast track their ambi- tion. Initiative then transparently published a hyper-detailed skills- grids to empower employees to take charge of their acceleration; but with the competencies needed to thrive.
The Year of the Phoenix. Melissa Fein, CEO Initiative Australia:
“A theme that takes many by surprise. After all, Initiative Australia annihilated records for 3+ years in terms of momentum, recognition and cultivating an industry-leading culture. “We believe when you’re leading the industry you have a responsi- bility to transform it. From record new business, activating automa- tion, funding fertility, to creating now-iconic campaigns, Initiative Australia redefined life in media.
“Importantly, we open-sourced all strategies that got us here as to create change you need to bring others with you. This is our Year of the Phoenix and we soar above industry challenges and light a new way.”
Among the projects aimed at improving mental health, includ- ing training employees in Mental health first-aid: “As an offshoot of
our campaign work for Boys Do Cry, we have created an indus- try-wide editorial series featuring senior men of the industry openly sharing their vulnerabilities of life in advertising to reinforce it’s ok to speak up.
“Started by Initiative Australia’s MD Sam Geer, over 10 separate pieces have been created since inception.”
EMPLOYER OF THE YEAR (HEADCOUNT OVER 75) FINALISTS BMF Australia
PHD Australia
BMF Australia – “Culture is the currency to BMF’s economy. It’s more than just a set of words or actions. And it’s driven by our values: Cheeky, Gutsy, Humble. In 2022 we gave our recognition program, Bravo, a makeover. The self-sufficient economy app
(which operates like a Facebook wall) allows BMFers to accumulate Bravo bucks
for living our values. And this year we gave it an overhaul of prizes and interface, adding an iPhone, $250 cash and even a trip to Tassie.”
PHD: “In 2021, we ceased all non-business critical activity and re-invested money, time and resource into initiatives to support our people, resulting in being named the #1 most desirable agency to work for in Australia, the #1 happiest
PHD major market and 88% of staff recommending PHD as
a great place to work. In 2021 our learning and development program provided staff more than 1,200 hours of training spanning both technical and soft skills across 50 programs.”
“We believe when you’re leading the industry you have a responsibility to transform it.”