Omnicom Media Group’s Peter Horgan reveals indie ambitions

Omnicom Media Group is on the hunt for a new CEO for its local business with incumbent Peter Horgan hinting at plans to launch his own media business.

Omnicom Media Group Australia and New Zealand chief executive Peter Horgan.

Omnicom Media Group Australia and New Zealand chief executive Peter Horgan has hinted at plans to launch his own media operation when he departs the role next year.

Mr Horgan will exit the business mid-2025 after 21 years with the holding company, including 15 years as chief executive, first at OMD Australia before his promotion to the OMG role in 2016.

“I have always wanted to do my own thing. I’ve still quite a few good years in the tank. The timing feels right,” he said.

“I want to do the right thing by Omnicom. The business is in really good shape and I’ve got enormous emotional and professional equity in the business, but I’m excited to do my own thing, and I’m looking forward to announcing what that is.”

Mr Horgan will assist the business in recruiting his replacement and will step into the role of chairman at OMG when his successor is appointed.

Omnicom Media Group Asia Pacific chief executive Tony Harradine said: “Mr Horgan has played a key role in elevating OMG’s competitive edge during his time with us, and this transition marks a natural evolution of his commitment to the continued success of our organisation.”

OMG is the largest media business in the country by billings and market share, according to COMvergence data. It has held the No.1 spot for four consecutive years and has attracted a reputation for strong performance, which has been reinforced by its success in attracting and retaining clients such as Telstra and McDonald’s.

Mr Horgan also has served as chairman of the Media Federation of Australia, a role he has held for nearly 11 years.

His influence extends across the advertising and marketing landscape and he also sits on the board of the Australian Association of National Advertisers.

The announcement of his departure from OMG surprised the market, with Mr Horgan regarded as a fierce yet fair competitor who possesses both a deep understanding of the media marketplace and strong relationships across the market.

His decision to go solo comes as the independent media agency market experiences strong growth, with indie agencies increasing their share of media accounts.

In the past 12 months, Australian independent media agencies have won more than 100 major clients, often beating out incumbents and multinationals, according to the Independent Media Agencies of Australia.

The rise of indie agencies has been driven by increased technology, greater access to digital tools and platforms, and the democratisation of data.

The rise of programmatic buying and the easier access to media accreditation also have levelled the playing field between the media operations within the global holding companies and independent agencies.