Omnicom’s Andrew ‘Cambo’ Cambridge has returned to take the reins of Initiative, succeeding Jo McAlister, who recently joined Newscorp as GM of StoryX.
Cambridge, the CEO of Omnicom Media Digital, previously worked at Initiative for nearly four years where he rose was national head of digital, data and technology for the agency before joining TikTok.
He brings more than 18 years’ experience spanning agencies, media owners and platforms, and has previously worked as the agency sales lead for TikTok, and spent nearly six years at Nine where he was elevated to head of digital, Sydney.
Initiative has gone through a period of revitalisation and comeback under McAlister. The Agency scored a respectable 7.8 in their B&T Agency Scorecard.
Cambridge will be charged with keeping the momentum going, although the Western Australia team has had its duties clipped in recent times; its role serving its major west coast account, WA Government, was scaled back following a government review.
“Cambo is a highly respected leader whose experience spans every part of the modern media ecosystem – agencies, publishers, platforms and technology,” Omnicom Media CEO Kristiaan Kroon said.
“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 said he was excited to return to an agency where he spent his formative years, adding: “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.”
