Published on: July 16, 2026
Omnicom has appointed Andrew ‘Cambo’ Cambridge as the new Chief Executive Officer of Initiative, succeeding Jo McAlister, who recently moved to News Corp as General Manager of StoryX.
Cambridge returns to Initiative after previously spending nearly four years with the agency, where he advanced to the role of National Head of Digital, Data and Technology before moving to TikTok. Most recently, he served as CEO of Omnicom Media Digital.
With more than 18 years of experience across media agencies, publishers and technology platforms, Cambridge has held senior leadership roles including Agency Sales Lead at TikTok and Head of Digital, Sydney at Nine, where he spent almost six years driving digital growth initiatives.
His appointment comes as Initiative continues to build on the momentum established under McAlister’s leadership. During her tenure, the agency strengthened its market position and earned a score of 7.8 in the B&T Agency Scorecard.
As CEO, Cambridge will focus on continuing the agency’s growth trajectory while strengthening client relationships and driving its next phase of development. The appointment follows operational changes to Initiative’s Western Australia business, where responsibilities for the WA Government account were reduced after a government review.
Commenting on the appointment, Omnicom Media CEO Kristiaan Kroon said: “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.”
Cambridge also expressed his enthusiasm about returning to the agency: “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.”
“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.”
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