Meet Australia's Top 10 Media Strategy Chiefs Shaping the Future of Advertising

Strategy is at the heart of every great campaign, and Australia is blessed to have some of the best strategic minds in the world. This makes choosing just ten strategy chiefs a near-impossible task.

This year's selection focuses specifically on strategy leaders, meaning some outstanding strategic thinkers in product roles weren't considered for this prestigious list.

In compiling this exclusive ranking, we've evaluated each strategist's market reputation, agency success, and their critical role in delivering outstanding work for major clients.

10. Raj Gupta, Chief Strategy Officer, UM

Raj Gupta stands as one of the most experienced strategy leads in the market, with a career spanning Australia, Asia, and international markets. Having led strategy at UM for nearly seven years, he previously served as APAC chief strategy lead for MEC (now Wavemaker) for another seven years. Gupta is widely regarded as one of the sharpest minds in the industry—exceptionally intelligent and savvy, while also serving as a mentor to many rising professionals.

9. Eliott Eldridge, Head of Strategy, Mindshare

A newcomer to the list, Eliott Eldridge's strategic acumen has been instrumental in driving growth for Mindshare and its expanding client portfolio over the past two years. Alongside product chief Gavin Gibson, Eldridge played a crucial role in securing the Unilever account and delivering award-winning work for Lynx and Dove, which earned Silver and Bronze at the APAC Festival of Media.

8. Melissa Mullins, Managing Partner, Avenue C

Melissa Mullins is widely respected for her behavioral insights-driven approach to strategy that consistently delivers measurable business outcomes for clients. She leads strategy at one of the hottest and most reputable independent agencies, with her work receiving global recognition at Cannes Lions and the Festival of Media.

7. Tom Dodd, Chief Strategy Officer, Initiative

Tom Dodd brings more than 20 years of experience shaping award-winning work, specializing in brand transformation strategies and media innovation. Recently elevated to the chief strategy officer role at Initiative, his transformational strategies have earned prestigious awards including a Grand Prix Long Term Effie and Adweek's International Media Plan of the Year.

6. Asier Carazo, Chief Strategy Officer, Atomic 212°

Atomic 212° has experienced its most transformative year on record, largely due to the strategic thinking and energy of Asier Carazo. The agency's recent acquisitions and client wins—including Bluescope, GWM, Darrell Lea, and BMW & MINI New Zealand—demonstrate Carazo's commitment to using data analysis to drive strategic thinking.

5. Penny Shell, Chief Strategy and Product Officer, Zenith

Since joining Zenith a year ago, Penny Shell has led strategy, planning, and product capabilities at one of the industry's most successful media agencies. Zenith's recent winning streak with clients like Flight Centre, Lululemon, Mars, and Stockland showcases Shell's ability to develop innovative agency assets like Zenith's 'Imagination Scorecard'.

4. Rob Frost, Chief Strategy Officer, OMD

Recently appointed as OMD's chief strategy officer, Rob Frost brings over a decade of experience from EssenceMediacom, where he held strategic roles in both Sydney and New York. He has led strategy at local, regional, and global levels for world-leading brands including Budweiser, Uber, Coca-Cola, and Volkswagen.

3. Catherine Rushton, Chief Strategy Officer, This is Flow

Catherine 'Crush' Rushton has redefined strategy at This is Flow, significantly growing and improving the media strategic capabilities of the agency and its clients. Her leadership spans data, technology, and measurement, and she recently launched the agency's Partnership and Influencer division, contributing to the agency's impressive winning streak.

2. Sophie Price, Chief Strategy Officer, EssenceMediacom

There are many reasons why EssenceMediacom earned B&T's Agency of the Year Award, but few have contributed as significantly as strategy chief Sophie Price. Alongside product lead Matt Scotton, they form arguably the most formidable strategy team in the market, evidenced by the agency's award-winning work and new business success with clients like Specsavers and Australian Retirement Trust.

1. Chris Colter, Managing Director, Media Strategy, Accenture Song

Chris Colter retains the top position as the leading strategic thinker in the industry, steadily building Accenture Song's media division into a powerful outfit that could reshape media planning and buying for the future. His recent success in winning one of the biggest reviews of the year—creative and media for telco Optus—demonstrates his exceptional strategic capabilities.