Omnicom Media hires Atomic 212 strategy chief for new group-wide role

Omnicom Media Australia has appointed Atomic 212 chief strategy officer Asier Carazo to a newly created group strategy role, reporting directly to CEO Kristiaan Kroon.

The role will see Carazo become the group's first chief strategy officer from January 2027, working alongside strategy leaders from OMD, Initiative, PHD, UM, Hearts United and Mediahub. Carazo has been tasked with strengthening collaboration between strategy teams and connecting Australian capabilities with Omnicom's wider regional and global network.

Carazo joins after nearly seven years at Atomic 212, including its transition from an independent agency to Publicis Groupe ownership. He brings more than a decade of experience across media and creative agencies, including work with clients in more than 40 markets.

Kroon said Carazo's experience and ability to connect strategic thinking with commercial outcomes made him a strong addition to the leadership team.

“Asier has an outstanding reputation in the market, built on strong client relationships and sharp strategic thinking,” Kroon said.

“He has a real ability to get to the heart of a business challenge and turn complexity into clear, actionable thinking and is an exceptional addition to our leadership team.”

Carazo said the opportunity reflected the growing importance of strategic advice as media agencies seek to play a greater role in solving clients' wider business challenges.

“The greatest value media agencies can bring to clients increasingly sits upstream, in strategy that solves real business problems in ways that are creative, effective and genuinely interesting,” he said.

“This is a once-in-a-lifetime opportunity to elevate the role of strategy across Australia's largest media agency portfolio, home to some truly iconic brands.”

His appointment comes as Omnicom Media Australia brings together strategic capabilities across its agency portfolio, with the new position designed to connect local teams more closely with Omnicom's wider media and creative strategy network.