James Greet returns to media to head up Mindshare, while John Petropoulos steps down

James Greet, widely credited with beginning the turnaround of OMD in Australia, is to return to the media agency world after an absence of four years, as CEO of Mindshare Australia.

Greet, co-owner of recruitment firm The Ladder, starts on June 1 in a move which sees John Petropoulos depart the agency.  

Petropoulos has been with the agency for 12 years, initially as the MD of the Melbourne office and since late 2008, as CEO of the media agency’s national operations.

In other changes, Mark McCraith, currently general manager of Mindshare Melbourne will assume the role of MD for the office, reporting directly to Greet. Tracie Michael, Sydney MD, will also report to Greet.

Greet left OMD in 2006 to take a stake in The Ladder with its existing owner James Burke. He was credited with building the foundations of OMD’s turnaround, which was then seen through by Mark Coad.

Greet told Mumbrella: “In the short term I’ll keep my stake in the business which will continue to be run by James.

“I love running my own business but I still missed being involved directly in media and communications. I wouldn’t be doing it if I didn’t believe that I could take what we’ve already got and make it even better.”

The move is the latest in a series which has seen WPP attempt to raise its game with its Australian media agencies. Mediacom has been going through a restructure which has seen boss Toby Jenner moulding a new senior team.

Although WPP’s media agencies dominate in many part of the world, Group M has so far failed to overturn the dominance of Harold Mitchell’s Mitchell & Partners in Australia.


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