Omnicom Oceania has locked in former TikTok Business head of CSR partnerships AUNZ, Daniel Klug, in the new role of director of new media, according to a post on Linkedin over the weekend.
In this role, Daniel will bring creativity, cultural signals, and technology closer together, helping Omnicom Media Group and Omnicom’s creative agencies and clients navigate the rapidly evolving world of new media platforms and earned ecosystems. His remit is to translate creative ambition into channel craft, unlock the power of organic engagement, social influence, and audience-driven storytelling, and turn consumer challenges into creative opportunities.
The term “New Media” has been deliberately chosen over “Social” to signal a broader and more future-facing approach. As social platforms continue to evolve beyond their traditional spaces, encompassing tech, AI, gaming, creator commerce, earned influence, platform-led content ecosystems, and even hardware; so too does the opportunity for brands to engage audiences in fresh and culturally relevant ways.
“New Media represents a broader canvas for creative expression and media innovation,” said Roberto Pace, Group Managing Director Eleven & FleishmanHillard. “Daniel’s appointment reflects our commitment to leading in this space ensuring our clients stay ahead of where culture, creativity, and platforms converge.”
“Daniel’s appointment signals our intent to not just keep pace with these shifts, but to lead them. His expertise and perspective will help our agencies and clients unlock new creative and commercial opportunities in this expanding landscape.” said Kristiaan Kroon, Chief Operating Officer, OMG.
Working across all Omnicom agency brands in Oceania, Klug will support:
- Clients seeking guidance and confidence as they navigate emerging channels, new formats, and rapidly evolving tools.
- Media teams applying platform-first thinking and creative strategy to deliver more impactful client solutions.
- Creative departments exploring cutting-edge ways to bring ideas to life through New Media channels that engage audiences in fresh and culturally relevant ways.
Klug brings extensive experience across media, creativity, and technology. Prior to joining Omnicom, he held senior roles at TikTok and Clemenger BBDO. He has worked with brands to harness emerging platforms, driving cultural impact and commercial growth.
“Platforms have evolved beyond traditional social. That’s what New Media represents to me. There’s huge opportunity for brands looking to make their mark, and Omnicom has the creative depth, client partnerships, and platform relationships to lead that charge. I’m thrilled to be part of that movement.” said Klug.
The formation of Omnicom Oceania was announced in July this year. As previously reported by B&T, the move aligns all of Omnicom’s practice areas across Australia and New Zealand, including market-leading media and creative agencies, PR, performance marketing, production, and more, under a unified leadership structure.
The change did not come without its problems. After Garrett’s appointment, TBWA boss Paul Bradbury tendered his resignation. Bradbury joined TBWA in 2006. In that time, he oversaw agencies in the TBWA Australia and New Zealand group, including TBWA Sydney, Melbourne and Auckland, +61, TBWA Media Arts Lab, Eleven, Fleishman Hillard, Fabric, Bolt, and TBWA Sustain.
Reports suggest that Bradbury’s resignation followed differences of opinion over Garrett’s roles and his plans for the future of the Omnicom Advertising Group and Omnicom Media Group businesses in the region.
Klug’s appointment marks Nick Garrett’s first hire since he was appointed CEO.
