Sydney, Australia — Initiative has appointed Andrew Cambridge as Chief Executive Officer, marking a leadership move aimed at accelerating the agency’s next phase of growth and strengthening its position as a culture-led media agency.
Cambridge returns to Initiative after serving as CEO of Omnicom Media Digital Australia and New Zealand, bringing more than 18 years of experience across agencies, publishers, technology platforms, and media businesses.
In his new role, Cambridge will lead Initiative’s strategic direction, focusing on deepening client partnerships, building on the agency’s momentum and helping brands unlock growth through culture, people, and technology.
The appointment comes as Initiative continues to evolve its proposition as a cultural experience agency, with an increased focus on delivering integrated solutions that connect brands more meaningfully with audiences.
Cambridge’s experience spans some of the industry’s largest organisations, including TikTok, where he served as Head of Agency for Australia and New Zealand, as well as senior leadership positions at Nine Entertainment and Initiative itself.
Kristiaan Kroon, CEO of Omnicom Media Australia, said Cambridge’s broad experience across the media ecosystem made him well suited to lead the agency’s next chapter.
“[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,” said Kroon.
Commenting on his appointment, Cambridge said returning to Initiative was an opportunity to build on the agency’s strong foundations and continue delivering meaningful experiences that support client growth.
“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,” shared Cambridge.
Cambridge succeeds Jo McAlister, who recently departed the agency to join News Corp as general manager of StoryX.
