OMD’s head of direct Sabino Petruccelli leaves after 6 years, Initiative UK’s Tristan Bentall replaces him

Tristan Bentall

Sabino Petruccelli

Omnicom media agency OMD has appointed a new head of direct following the move of Sabino Petruccelli to the UK.

Petruccelli leaves after more than six and half years with OMD Australia.

Tristan Bentall joins from Initiative UK to replace Petruccelli, reporting to Paul Elliott, head of digital, direct and data.

Bentall’s appointment is effective in October and will be based in Sydney.

At Initiative, Bentall was response director, working on clients such as, Tesco Mobile, Tesco Bank, Flight Centre and Prior to Initiative, he worked at MediaCom where he was associate director.

“Sabino has been a great asset to OMD over the last 6 years,” said Peter Horgan, CEO OMD Australia. “He has been integral to the growth of our direct response offering, and we are delighted to retain that expertise within the OMD network as he takes up a role with OMD UK.”

Horgan added: “We will continue to bolster our direct credentials in Australia with the arrival of Tristan Bentall, who is perfectly placed to further enhance our direct capabilities in this dynamic marketplace”.


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