Initiative Australia names Sarah O'Leary Melbourne Managing Director

Initiative Australia has appointed Sarah O'Leary as managing director of its Melbourne office, with the agency describing the hire as a return for a leader who previously held a senior role within the business.

O'Leary most recently served as chief client partner at Zenith. She departed Initiative in early 2025 after relocating to Melbourne, where she had led Rufus, the agency's bespoke Amazon offering.

Her broader career includes senior roles at Atomic and Havas.

A familiar face returns

Paige Wheaton, National Managing Director of Initiative Australia, said the appointment was an opportunity the agency would not pass up.

"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," Wheaton said.

"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."

O'Leary said the trajectory of the broader Omnicom business was a key factor in her decision to return.

"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," she said.

"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."

Initiative is part of Omnicom Media Group and operates under a Fame & Flow philosophy, focused on building cultural relevance for clients at scale.

Main image: Sarah O’Leary