Mark Coad exits Mediabrands amid Omnicom–IPG shake-up

Mark Coad has exited his role as CEO of IPG Mediabrands Australia, becoming the most senior local departure yet as the Omnicom–IPG merger begins to reshape agency leadership across the region.

Marketing-Interactive has confirmed Coad was informed overnight, with staff across Mediabrands briefed today as part of a wider round of redundancies tied to the global integration.

 Another media industry stalwart, Leigh Terry, has also exited his role as CEO at IPG Mediabrands APAC, with Marketing-Interactive confirming that Tony Harradine will take on responsibility for Omnicom Media across APAC following Terry’s departure.

Across Australia, Coad's remit included oversight of UM, Initiative, Reprise and Magna, making his exit one of the most consequential moves in the first phase of the merger’s rollout.

The news comes on the same day Omnicom’s Oceanic operation announced a sweeping reorganisation that folds DDB into Clemenger BBDO and merges DDB and FCB into new trans-Tasman structures. Industry sources say the internal restructuring across both holding companies is only beginning, with the future of units such as Kinesso, Orion, Rapport and Magna still unclear.

Coad, one of Australia’s longest-serving media agency leaders, joined Mediabrands in 2020 after senior roles across Omnicom, including CEO stints at OMD, PHD and CHE Proximity’s predecessor agencies. He also serves as chair of the Media Federation of Australia, a position he took on earlier this year.

More local changes across both networks are expected in the coming days as the global merger continues to roll through Australia and New Zealand.