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Managing director
Initiative Media
Luke O’Sullivan returned to Perth after several years working in Europe to be appointed strategy director of Initiative Media in 2018. Five weeks later the firm’s managing director resigned and the 30-year-old Mr O’Sullivan was offered and accepted the top job. Since then, Initiative Media has been awarded the WA Government Master Media Contract and the Lotterywest contract, and was named Perth’s media agency of the year. Mr O’Sullivan led Initiative’s pro bono social media team on the WA Telethon Weekend, and has donated time to help campaigns run by the Road Safety Commission, Cancer Council WA and the Department of Fire and Emergency Services.