Nikki Grafton named as OMG New Zealand’s first ever CEO

Omnicom Media Group has named Nikki Grafton as its first ever CEO for New Zealand, a newly established role.

It’s a move that the major media group, also known as OMG, says reflects the importance of Aotearoa as a growth market.

The new CEO role means this is the first time that OMG’s New Zealand operations will have its own oversight, rather than existing under the ANZ leadership team.

Grafton steps into position from her role as CEO at PHD New Zealand, one of OMG’s locally-based media agencies.

As OMG New Zealand CEO, she will lead the ongoing expansion and evolution of OMG’s future-ready business model, ensuring the local agencies OMD, PHD and Hearts & Science have the talent, tools and technology needed to drive brand growth in a robust marketplace, and make the most of available opportunities in a rapidly evolving landscape. 

Grafton will be supported by Nigel Douglas, CEO of OMD New Zealand, and Jane Stanley, CEO of Hearts & Science, ANZ. Nikki will report to OMG APAC CEO Tony Harradine, effective immediately.

Two decades with PHD

During her two decades with PHD New Zealand, Grafton played a key role in establishing PHD’s reputation for building strong client relationships, fuelled by innovation and measurable brand growth.

Leveraging parent company OMG’s Agency as a platform approach that connects media, content and commerce – powered by the Omni open operating system – PHD significantly outperformed the market as exemplified by the agency’s ‘Dominant’ rating from RECMA, along with being appointed to the Lion NZ business. 

Under Grafton’s leadership, PHD New Zealand has also been a consistent presence on the international, regional and local awards circuits, most recently earning recognition at the 2024 Cannes Lions and Festival of Media Awards APAC for its Skinny Mobile and Foodstuff campaigns. Her leadership and expertise are also widely recognised in the industry, resulting in her re-election as a board member of the Commercial Communications Council last year. 

“As one of OMG’s epicentres of growth in Asia Pacific, New Zealand represents a crucial market for our continued progress in the region. A tenacious leader, Nikki understands what makes consumers tick and is adept at translating clients’ ambitions into tangible results. The close-knit client relationships she has forged signify brand confidence in OMG’s Agency as a Platform proposition and our talent, making Nikki a key pillar in delivering competitive advantage for our clients and the business in New Zealand,” says Harradine.

Position of strength

Commenting on her new role, Grafton says, “OMG has a solid bench of innovative thinkers who are passionate about unlocking new possibilities and delivering incredible work for our clients. This is an exciting time for OMG in New Zealand and I look forward to working alongside our talented teams to drive innovation, deepen partnerships and create meaningful impact in the market.

Grafton assumes the CEO role from a position of strength, with OMG New Zealand maintaining its #1 position in RECMA locally following year-on-year improvements in rankings since 2022. OMG also took the top spot in New Zealand’s COMvergence New Business rankings during the first three quarters of 2024. 

Parkin to become PHD CEO

Meanwhile, PHD New Zealand Managing Director Abby Parkin will be elevated to CEO, effective March 1, working closely with Grafton to ensure a smooth transition. As MD, Parkin delivered market-leading communications solutions for clients while nurturing PHD’s talent. She also worked together with the leadership team to evolve PHD’s products and services to meet the industry’s evolving needs.

As CEO, Parkin’s primary goal is to ensure that PHD New Zealand consistently delivers innovative and future-proofed solutions to drive results for clients and the business.

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