Initiative appoints Andrew Cambridge as CEO

Initiative has appointed media industry veteran Andrew Cambridge as Chief Executive Officer, tasking him with leading the agency's next phase of growth and strengthening its position as a culture-led media agency, according to multiple media reports.

Cambridge succeeds Jo McAlister, who recently left the agency to join News Corp as General Manager of StoryX. His appointment marks a return to Initiative after previously leading the agency's data, digital and technology division between 2016 and 2018.

Veteran media leader returns to Initiative

Cambridge rejoins Initiative after serving as CEO of Omnicom Media Digital Australia and New Zealand. Before that, he spent five years at TikTok as Head of Agency for Australia and New Zealand.

His career spans more than 18 years across agencies, publishers, technology platforms and media businesses, with senior leadership roles at TikTok, Nine Entertainment and Initiative.

In his new role, Cambridge will oversee the agency's strategic direction, focusing on strengthening client partnerships, accelerating growth and expanding Initiative's culture-led approach to media through people, technology and integrated solutions.

Building on the agency's momentum

The appointment comes as Initiative continues to evolve its positioning as a cultural experience agency, with a greater emphasis on helping brands build stronger connections with audiences.

Kristiaan Kroon, CEO of Omnicom Media Australia, said Cambridge's experience across the media landscape made him the right leader for the role.

“Cambridge 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 added, “Cambridge 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.”

'Like coming home'

Commenting on his appointment, Cambridge described “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,” he concluded.

Cambridge's appointment underscores Omnicom Media's continued focus on strengthening leadership as agencies adapt to a media landscape increasingly shaped by technology, culture and integrated client solutions.