CAMBRIDGE RETURNS TO LEAD INITIATIVE

Omnicom Media has appointed Andrew Cambridge as CEO of Initiative, effective 15 July 2026. Cambridge, known as Cambo, returns to the agency with 18 years’ experience across media, digital and technology. His appointment marks a pivotal moment as Initiative strengthens its position as a cultural experience agency driving brand growth.  

Omnicom Media has announced the appointment of Andrew Cambridge as Chief Executive Officer of Initiative, effective Wednesday, 15 July 2026. Cambridge, widely known as Cambo, returns to the agency to spearhead its next phase of growth, succeeding Jo McAlister, who recently departed to join Newscorp as General Manager of StoryX.  

Cambridge is a respected figure across the media, digital and technology sectors, bringing more than 18 years of experience spanning agencies, media owners and platforms. Most recently, he served as CEO of Omnicom Media Digital across Australia and New Zealand, following a five-year tenure at TikTok where he was Head of Agency for Australia and New Zealand. His earlier career includes senior leadership roles at Initiative and Nine Entertainment, giving him a deep understanding of the agency’s culture and ambitions.  

His appointment comes at a critical juncture for Initiative, which continues to evolve its positioning as a leading cultural experience agency. The business is focused on helping brands unlock growth through a deeper understanding of people, culture and technology, and Cambridge’s breadth of expertise is seen as central to advancing that mission.  

Kristiaan Koon, CEO of Omnicom Media Australia, welcomed Cambridge’s return, describing him as a leader uniquely equipped to guide Initiative into its next chapter. “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,” Koon said.  

He added: “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 himself expressed enthusiasm about returning to Initiative, an agency where he spent a formative part of his career. “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,” he said.  

He continued: “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.”  

Cambridge’s appointment signals Omnicom Media’s commitment to strengthening leadership across its agencies and ensuring Initiative remains at the forefront of cultural and technological innovation. With his proven track record in driving transformation and growth, his return is expected to energise the agency’s people-first culture and reinforce its reputation as a partner that delivers meaningful business outcomes for clients.