Initiative taps Omnicom Media Digital boss for CEO role

Initiative has appointed Andrew Cambridge as CEO, bringing back one of Omnicom Media Group's most senior digital leaders to head the agency's next phase of growth.

Cambridge succeeds Jo McAlister, who recently jumped ship to News Corp for the GM role at StoryX.

He joins after leading Omnicom Media Digital across Australia and New Zealand, following five years at TikTok where he served as head of agency for Australia and New Zealand. Earlier in his career, Cambridge held senior leadership roles at Initiative and Nine Entertainment.

The appointment marks a return to Initiative, where Cambridge previously spent part of his career before moving into platform and digital leadership roles.

Kristiaan Kroon, CEO of Omnicom Media Australia, said Cambridge's experience across agencies, publishers, technology platforms and digital media made him well placed to lead the business.

"Cambo is a highly respected leader whose experience spans every part of the modern media ecosystem – agencies, publishers, platforms and technology," Kroon said.

"That breadth of perspective, combined with his deep understanding of clients and growth, makes him uniquely positioned to lead Initiative into its next chapter."

Kroon said Cambridge also understood the agency's culture and long-term ambitions.

Cambridge said returning to Initiative felt 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," he said.

"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."