Initiative Perth Welcomes Back Senior Talent

The Perth office of media agency Initiative has announced the appointment of two former employees to senior positions. Yamila Cano has been hired as Associate Director, and Danielle Miaris has been hired as Account Manager. Agency leadership stated the appointments are intended to strengthen the senior client leadership team.

Appointments and Reporting Structure

The agency confirmed the following roles and reporting lines:

• Danielle Miaris assumes the role of Account Manager. She will report to Client Advice & Planning Director Molly Trumble.
• Yamila Cano assumes the role of Associate Director.

Professional Backgrounds

Both appointees are returning to Initiative after working at other agencies.

• Danielle Miaris rejoins Initiative after an 18-month period at PWD. Sources describe her background as including client service and digital strategy work.
• Yamila Cano returns to Initiative following a period working at iProspect, part of the dentsu network.

Client and Team Responsibilities

The agency outlined the primary account and leadership responsibilities for each hire.

Danielle Miaris will oversee integrated campaigns for a portfolio of government and institutional clients. Her responsibilities include:

• Tourism WA
• Department of Energy and Economic Diversification
• Scitech
• Department of Health

She will be supported by Account Executive Alyssa Thomas. Multiple sources note that Thomas recently joined the Initiative Perth team from Carat.

Yamila Cano will lead the agency's work for two key accounts: Kleenheat and the Road Safety Commission. In addition to these accounts, she will have a broader leadership role across the agency's team.

Statements from Involved Parties

Paige English, Initiative’s Head of Perth, commented: "It is rewarding to see former employees return to the agency. Their prior knowledge of the business and culture allows them to contribute immediately, and they bring strategic thinking, process discipline, and client understanding to the team."

Danielle Miaris stated: "The agency's leadership team is engaged and collaborative, which creates an environment for strategic thinking." She expressed excitement about returning to Initiative.

Yamila Cano noted: "Returning to Initiative reminded me of the strength of the agency's systems and operational approach." She specifically mentioned the media planning and automation processes, and noted it was positive to work with a team that shares a clear methodology for delivering client outcomes.