Omnicom Media Group (OMG), the media services division of Omnicom (NYSE: OMC), has appointed Kristiaan Kroon as chief operating officer (COO) of OMG Australia. The newly established role signals a strategic move to bolster the group’s growth and transformation capabilities.
Previously serving as OMG Australia’s CIO for eight years, Kroon will now oversee the leadership team and drive the next chapter of growth for OMG’s portfolio, which includes agencies OMD, PHD, and Hearts & Science. His appointment is effective immediately and comes as OMG ANZ CEO Peter Horgan prepares to step down in 2025.
“As one of the most respected and well-known investment professionals in the market, Kristiaan is the best candidate to lead OMG Australia during a transformative time in the business of helping brands connect with consumers,” said Tony Harradine, CEO of OMG Asia Pacific. “His impressive track record as both an agency and industry leader makes him uniquely suited to supercharge growth and transformation for our business and clients.”
Kroon’s extensive industry experience spans over two decades, including leadership roles with Fairfax Media (now Nine Entertainment Company) and UK-based Trinity Mirror Group. Since joining OMG Australia in 2017, Kroon has led significant innovations in the group’s investment strategies, transitioning from traditional siloed approaches to the Agency as a Platform model—an integrated strategy connecting media, content, and commerce to unlock growth for clients.
Beyond his operational expertise, Kroon is widely recognised as a thought leader on pivotal industry issues, from media transparency and diversity to market regulation and measurement. These contributions have shaped OMG’s reputation as a forward-thinking organisation in the ever-evolving media landscape.
“OMG is a phenomenal business because of its exceptional people and the amazing brands that choose to work with us every day,” Kroon commented on his appointment. “In my new role, I will ensure that we remain focused on the mission: delivering both the deep specialisation and deep integration our clients need to grow sales and share in a complex marketplace.”
Reporting directly to Harradine, Kroon’s leadership appointment is the first in a series of structural changes as OMG prepares for expanding client needs in both Australia and New Zealand. A New Zealand leadership announcement is expected in early Q1 2025.
This transition underscores OMG’s commitment to future-proofing its agencies with top-tier talent, cutting-edge technology, and a client-centric approach to growth, ensuring continued success in an increasingly dynamic market.