Sydney. July 15, 2026: Omnicom Media has appointed Andrew Cambridge as CEO of Initiative, effective Wednesday, 15 July 2026.
Cambridge (Cambo) returns to the agency to lead its next phase of growth, succeeding Jo McAlister, who recently joined Newscorp as GM of StoryX.
A respected leader across media, digital and technology, Cambridge brings more than 18 years’ experience spanning agencies, media owners and platforms. Most recently, he was CEO of Omnicom Media Digital across Australia and New Zealand, following five years at TikTok as Head of Agency for Australia and New Zealand. Prior to this, he held senior leadership roles at Initiative and Nine Entertainment.
His appointment comes at a pivotal moment for Initiative as the agency continues to evolve its position as a leading cultural experience agency, helping brands to unlock growth through a deeper understanding of their people, culture and technology.
Kristiaan Kroon, CEO of Omnicom Media Australia, said: “Cambo is a highly respected leader whose experience spans every part of the modern media ecosystem – agencies, publishers, platforms and technology. That breadth of perspective, combined with his deep understanding of clients and growth, makes him uniquely positioned to lead Initiative into its next chapter.”
“Cambo is a people-first leader and already knows what makes Initiative special. He understands the culture, ambition and talent that sit at the heart of the agency, and he shares the values that have long differentiated Initiative in the market. We’re excited to welcome him back into the brand.”
Cambridge said he was excited to return to Initiative – an agency where he spent a formative part of his career. He said: “Returning to Initiative feels like coming home. The agency has always stood apart because of its people, its culture and its relentless focus on helping brands grow through experiences that matter.”
“I’m excited to work alongside the talented Initiative team to build on the agency’s strong momentum, deepen our client partnerships and shape what’s next for the business.”
