The 2024 roundup: These were the biggest media agency moments of the year
Mumbrella's Lauren McNamara recaps some of the biggest media agency talent movements and moments of 2024.
2024 was a huge year for media agencies. Mergers and acquisitions, the continuation of the indie revolution, and a number of huge talent changes.
Time for a well deserved break, I think…
Omnicom and IPG
Arguably the biggest news, to no surprise, was the recently confirmed merger of Omnicom and Interpublic Group. It was approved by board directors at both companies earlier this month, with a definitive agreement set in place.
The combined company will retain the Omnicom name globally and trade under the OMC ticker symbol on the New York stock exchange.
The new Omnicom – which will be the world’s largest advertising holding company – will have over 100,000 practitioners delivering end-to-end services across media, precision marketing, CRM, data, digital commerce, advertising, healthcare, public relations, and branding.
While details of the local impact are yet to be announced, TrinityP3’s Stephen Wright asked it quite simply – who benefits from this?
In a opinion piece for Mumbrella, he wrote: “This is massive news with repercussions across major advertising markets, including Australia. If I may extend the Christmas metaphor further, I worry this is a holiday sugar hit — designed to boost the share price and secure executive bonuses — but, as with all Christmas indulgences, January will bring a strict diet, and trimming down will begin in earnest.”
Accenture’s raid on Initiative
In May, Initiative confirmed the resignations of Initiative CEO, Melissa Fein, chief strategy and product officer, Chris Colter, and national managing director, Sam Geer.
Shortly after, Accenture Song confirmed it had nabbed the trio, to “support Accenture Song’s promise to create impact for clients through the integration of creativity, technology and media, and will significantly enhance and expand the existing media services offered to Song’s clients in ANZ”.
Mel Fein
Accenture Song ANZ president, Mark Green, said at the time: “There is no doubt that media is a business growth driver and strategic differentiator for our clients. Melissa, Sam and Chris are strong hires for us, and their addition to our team in Australia reflects our global strategy to deliver future facing media and integrated solutions for our clients.
“Media is a growth area globally for Accenture Song and we are seeing momentum in our end-to-end media offerings in all regions. These appointments serve to extend our footprint into this market that will improve our ability to service the region.”
CEO changes at Atomic 212
In October, the CEO of one of Australia’s leading independent media agencies, Atomic 212, announced her resignation.
After a decade with the agency, Claire Fenner finished up at the end of October. Fenner joined Atomic 212 in 2014 as media director and later became Sydney general manager. She was appointed Melbourne managing director in 2018, then national CEO in February 2023.
“After an amazing 10 years at Atomic 212, I’ve achieved so many goals and had so much success. I’m looking forward to having more time to focus on my family in my next adventure,” she said at the time.
Rory Heffernan and Claire Fenner
“It’s a decision that doesn’t come lightly, as I have come to consider many members of the Atomic 212 team family. We’ve had a phenomenal journey together and achieved unmatched success. I’m incredibly proud to be leaving Atomic 212 as the number one independent media agency.”
Shortly after, national managing director, Rory Heffernan, was named the new chief executive officer (CEO).
Heffernan – who was Atomic 212’s first employee – has held various managerial and leadership roles within Sydney and Melbourne in his 14 years with the agency, including general manager for Melbourne, head of digital and group account director, account director and more.
“I am very honoured to take on the CEO role and to lead this fantastic team into the future, building on the success and impact we have had within the industry to date,” he said of his promotion.
Peter Horgan leaves OMD
Also in October, the CEO of Omnicom Media Group (OMG), Peter Horgan, announced he too would be stepping down. After 21 years with the company, Horgan confirmed he will be moving from the CEO position to chair in mid-2025 when a successor is confirmed.
Peter Horgan and Tony Harradine
“It has been a privilege to lead the exceptional OMG teams across Australia and New Zealand, and I thank you all,” Horgan aid.
“Nothing is forever, and I’m grateful to Tony [Harradine – OMG Asia Pacific CEO] for supporting my next chapter. My focus now is to set up OMG for ongoing success.”
This week, chief investment officer, Kristiaan Kroon, was promoted to the newly-created role of chief operating officer at OMG, with many speculating he is first in line to take the CEO post.
In the COO role, Kroon will be responsible for “ensuring that OMG, including agencies OMD, PHD and Hearts & Science, have the future-fit talent, tools and technology needed to drive the next chapter of growth for OMG clients, agencies, and talent in Australia”. He will also oversee the leadership team that previously reported to Horgan.
Innocean launches media division
Also in October, Innocean Australia announced the launch of a media buying and planning division, with foundation clients including Hyundai Australia. Expanding the agency’s full service offering, the new division is described to boost Innocean’s existing media advisory and strategy services, led by head of media, Kathryn Furnari.
The division launched with three foundation clients – Hyundai Australia, Geotab, and Sandhurst.
“The move into media signals a new direction for our agency, as the media market continues to rapidly evolve,” said Jasmin Bedir, CEO of Innocean Australia.
“Our clients have been asking us for advisory services that add to a more rounded dialogue on the ROI for their marketing and advertising investments, and now we can offer an end-to-end solution.”
The agency is also on a recruitment drive, adding 20 media specialists to its staff with further senior appointments to come.
The indie revolution
2024 also saw a number of indie media players launch, so it feels fitting to give them a special mention.
After being among the suite of Dentsu’s senior redundancies late last year, former Melbourne managing director at iProspect, Paul Murphy, launched Kookaburra Riot. Described as a “full funnel media agency, with the added service of media consulting”, Kookaburra Riot is said to work either as an extension of a marketing team, or alongside a current agency agreement as a short term partner, to provide advice on process, portfolio investment strategy, partnerships or unique product launches.
Paul Murphy
Meanwhile, long-time marketing professionals, Cameron Roberts, Duncan Allan, and Tom O’Connor, consolidated their expertise into their new venture, Fourteen10. With a proposition that combines direct response advertising, marketing science and experimentation, Fourteen10 was created to bridge the divide between startups and “established big-brand marketing”. It’s a move designed to provide clients with access to “a new era of media agency thinking” via a fresh business model that doesn’t conform to traditional media agency frameworks.
And former Fairfax Media commercial director, Lee Stephens, launched Meerkat Media this year. Designed to combat the increasingly complex media landscape and help brand adapt to reach audiences, the agency leverages media, technology, and AI to create compelling media moments, cut through the clutter, and help clients authentically reach and connect with consumers.
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
Linkedin
Have your say