Sarah O’Leary is returning to Initiative to serve as the agency’s Melbourne managing director.
O’Leary rejoins Initiative having previously led Rufus, the agency’s bespoke Amazon offering.
She departed in early 2025 following her relocation to Melbourne to join Zenith, where she most recently served as the Publicis agency’s chief client partner.
Her career also includes senior roles at Atomic 212 and Havas, building a reputation for strong client leadership underpinned by deep expertise across planning and trading.
As a people-first leader, O’Leary is known for building high-performing teams and strong client partnerships, aligning closely with Initiative’s culture-first operating model.
Her appointment reflects the agency’s continued focus on leadership, team development, and delivering growth for clients.
Paige Wheaton, national MD of Initiative Australia said: “You don’t always get the chance to bring someone back like this, so we’re incredibly lucky to have Sarah rejoin us. She knows Initiative inside out.”
“She’s a natural leader who brings energy, honesty and real commercial instinct to the table, and I couldn’t think of a better person to lead Initiative in Melbourne.”
Of her return to the business, O’Leary added: “Opportunities like this don’t come along often. I’ve watched Omnicom Oceania and Omnicom Media’s evolution closely, and the chance to be part of what the business is building across the region was incredibly compelling.
“The ambition is clear; the team is exceptional and there is genuine momentum behind the vision. I’m excited to get started and help drive the next phase of growth.”
