Geoff Clarke
Managing Director, Business Transformation
Omnicom Media Australia
Australia
Geoff Clarke's 32-year industry journey, culminating in his roles as chief operating officer of IPG Mediabrands Australia and Initiative Australia, is testament to his trailblazing leadership. Consistently an ‘outstanding performer’ in IPG's review programme for over a decade, Clarke has redefined operational excellence.
His collaborative leadership was instrumental in elevating Initiative Australia into a top five media agency, significantly boosting its market share. He has secured over $1 billion in career new client wins with an impressive strike rate.
Clarke's crowning achievement is Mediabrands Australia's ‘Project Darwin’ Robotic Process Automation programme. Launched in March 2022, it has eliminated hundreds of thousands of manual tasks and saved 100,000-plus hours — equivalent to 63 full-time employees — by October 2025. Under his operational leadership, Initiative achieved remarkable financial growth.
Beyond the numbers, Clarke is a people-first leader. He designed and implemented high-performance leadership programmes for both clients and internal teams, and has been a vocal advocate for mental health and wellbeing in the workplace. His philosophy is simple: leadership means enabling others to be better today than yesterday, fostering safe environments where people can be their best selves.
To Quote: "The work that Geoff Clarke and IPG Mediabrands Australia are leading in automating the media agency workforce is genuinely trailblazing. They are years ahead of most businesses, not just advertising and media organisations." -Lee Hawksley, President APAC/Japan at UiPath