Sarah O'Leary. Credit: Initiative Australia
Initiative Australia has appointed Sarah O'Leary as managing director of its Melbourne office, returning to the agency after a stint at Zenith.
O'Leary previously led Rufus, Initiative's bespoke Amazon offering, before departing in early 2025 following her relocation to Melbourne, where she served as chief client partner at Zenith. Her career includes senior roles at Atomic and Havas.
Paige Wheaton, Initiative Australia national managing director, said the agency was fortunate to have O'Leary back.
"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 opportunity was too good to pass up.
"Opportunities like this don't come along often,” she said.
“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."
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