Helen brings two decades of insider expertise to Initiative's leadership, having sat on both sides of the agency-client relationship. She leads a fast-growing Canadian team with an unwavering commitment to excellence, transforming how brands navigate today's complex media landscape through authentic cultural connections that deliver real business results. Under her leadership, Initiative has become the agency of choice: recognized as Media Agency of the Year by both Campaign Canada and Strategy, ranked #14 globally and #2 in Canada on WARC's Media 100 list, and awarded Agency Network of the Year at Festival of Media North America. Helen's own leadership has earned her recognition as Media Leader of the Year from both Strategy and Campaign Canada—a rare distinction that speaks to her influence across the industry.