Andrew Cambridge ‘comes home’ as Initiative CEO

Omnicom Media has appointed Andrew Cambridge as chief executive officer of Initiative, effective 15 July 2026.

Cambridge returns to the agency after most recently serving as CEO of Omnicom Media Digital across Australia and New Zealand. He succeeds Jo McAlister, who recently joined News Corp as general manager of StoryX.

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Experience across agencies, platforms and media

Cambridge brings more than 18 years of experience across media agencies, publishers, digital platforms and technology businesses.

Before joining Omnicom Media Digital, he spent five years at TikTok as head of agency for Australia and New Zealand. He has also held senior leadership roles at Initiative and Nine Entertainment.

Kristiaan Kroon, CEO of Omnicom Media Australia, said Cambridge’s experience across the media ecosystem positioned him to lead Initiative’s next phase.

“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,” Kroon said.

“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 returns to Initiative

Cambridge said returning to the agency felt like “coming home” after spending a formative part of his career at Initiative.

“The agency has always stood apart because of its people, its culture and its relentless focus on helping brands grow through experiences that matter,” Cambridge 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.”

The appointment comes as Initiative continues to develop its positioning as a cultural experience agency, connecting brands with audiences through people, culture and technology.