Sarah O’Leary returns to Initiative as Melbourne MD

Initiative Australia has appointed Sarah O’Leary as managing director of its Melbourne office, marking her return to the agency after a stint with Zenith.

O’Leary previously worked at Initiative leading Rufus, the agency’s bespoke Amazon offering, before departing in early 2025 after relocating to Melbourne.

She most recently served as chief client partner at Zenith.

Her career also includes senior roles at Atomic 212 and Havas, with experience spanning client leadership, planning and trading.

Paige Wheaton, national managing director of Initiative Australia, said O’Leary’s return comes at an important time for the agency’s Victorian operations.

“You don’t always get the chance to bring someone back like this, so we’re incredibly lucky to have Sarah rejoin us. She knows Initiative inside out,” Wheaton said.

“She’s a natural leader who brings energy, honesty and real commercial instinct to the table, and I couldn’t think of a better person to lead Initiative in Melbourne.”

O’Leary said the opportunity to return to the agency was compelling.

“Opportunities like this don't come along often. I've watched Omnicom Oceania and Omnicom Media's evolution closely, and the chance to be part of what the business is building across the region was incredibly compelling,” O’Leary said.

“The ambition is clear; the team is exceptional and there is genuine momentum behind the vision. I’m excited to get started and help drive the next phase of growth.”