Omnicom Media appoints Melanie Charyton as Media Director

Omnicom Media has appointed Melanie Charyton as Media Director, marking her move from Razorfish and Publicis Groupe into Omnicom's global media organisation.

Melanie shared the move on LinkedIn, describing it as an exciting new chapter following what she called an incredible experience at Razorfish and Publicis Groupe.

Her background spans media strategy, planning and buying, bringing experience across the disciplines that sit at the centre of modern media investment and activation.

Moving Into a New Media Leadership Role

As Media Director, Melanie joins an organisation focused on connecting media, data, technology and talent to help brands drive growth.

Omnicom Media describes its approach around integrated growth ecosystems, bringing together media capabilities with data, intelligence, commerce and technology across more than 70 markets.

Melanie's new position places her within that broader media environment as brands increasingly look for more connected approaches to planning, activation and measurement.

Bringing Media Planning and Buying Experience

Melanie's professional background includes both media planning and buying, with a focus on developing and executing media strategies.

That combination remains increasingly relevant as media becomes more fragmented across traditional channels, digital platforms, commerce environments, creators and emerging AI-powered solutions.

For media leaders, the challenge is increasingly about connecting these channels while maintaining a clear focus on audience, performance and business outcomes.

From Razorfish to Omnicom Media

Melanie's move follows an extended chapter at Razorfish, where the agency's media practice covers integrated media strategy and planning, biddable activation, paid social, commerce, data science and analytics.

Her experience in that environment provides a foundation across both strategic planning and media execution as she moves into her new role at Omnicom Media.

The transition also represents a move between two major agency ecosystems, giving Melanie an opportunity to apply her experience within Omnicom Media's broader global network.

A Broader Media Ecosystem

Omnicom Media operates across a portfolio that includes OMD, Initiative, PHD, UM, Hearts & Science and Mediahub, alongside specialist capabilities in identity, commerce and other areas.

The organisation has also recently launched Hearts United, a new global media agency created through the combination of Hearts & Science and Mediahub, with operations spanning 40 markets.

Against this backdrop, Melanie joins a media organisation undergoing continued evolution across data, technology, AI and connected media capabilities.

The Changing Role of Media Leadership

Media strategy is increasingly moving beyond channel planning toward a more integrated view of consumer behaviour, data and business performance.

Omnicom Media's current model places intelligence and technology alongside media capabilities, with its Omni platform designed to connect data, creativity, media and AI.

Melanie's experience across media planning and buying positions her well within this changing environment as the industry continues to rethink how media investment creates measurable value.

A New Chapter at Omnicom Media

Melanie described the move as an exciting next step after an important chapter at Razorfish and Publicis Groupe, thanking the people and experiences that helped shape her career.

Her new role brings that experience into Omnicom Media at a time when the media industry is becoming increasingly connected across platforms, data, technology and commerce.

As Media Director, Melanie will contribute to that evolving media landscape while building on her experience across strategy, planning and buying.

About Omnicom Media

Omnicom Media is the media services division of Omnicom Group, bringing together media agencies and specialist capabilities across more than 70 markets. Its ecosystem includes OMD, Initiative, PHD, UM, Hearts & Science and Mediahub, alongside data, identity, commerce and intelligence capabilities.