Omnicom Media NZ appoints Rachel Bayfield as Chief Transformation Officer; Mike Delaney named Group Product Director

Omnicom Media (OM), the media services division of Omnicom Group Inc., has bolstered its Centre of Excellence (COE) in New Zealand by appointing Rachel Bayfield (right) as Chief Transformation Officer and Mike Delaney (left) as Group Product Director, further strengthening data and technology capabilities within the business.

Says Nikki Grafton, CEO, OM New Zealand: “Rachel and Mike are specialists whose expertise in digital transformation will help us sharpen our focus for clients, and strengthen our product offering across our media agencies and enable faster solution delivery. Ultimately, this supports stronger client and partner relationships and allows us to support our clients more holistically in driving growth for their business.”

In the newly created role of Chief Transformation Officer, Bayfield will lead OM New Zealand’s transformation agenda, collaborating with agency leadership, key clients, and strategic platform partners to create significant market advantages for Omnicom Media through data and technology. She will also oversee specialist capabilities within the business and support the broader Omnicom Oceania COE.

Bayfield has over 15 years’ experience in marketing across data, analytics, and technology, backed by extensive agency-side expertise. Her career has focused on helping brands unlock the full potential of data and technology to drive smarter, more effective marketing outcomes. She has a reputation for guiding clients through complex digital change with clarity, structure, and support.

Bayfield will join OM New Zealand’s executive committee and report directly to Grafton.

Delaney will work closely with Bayfield, in his newly created role of Group Product Director. Delaney will lead the delivery of OM New Zealand’s product roadmap, ensuring the capabilities developed meet the needs of clients and agency brands. He will also support the implementation of tools and solutions and play a key role in client engagement to demonstrate OM New Zealand’s capabilities.

Delaney brings close to a decade of experience across media, data and digital strategy, backed by extensive agency-side expertise in both New Zealand and the United Kingdom. His career has focused on helping brands make better use of marketing science, data and technology to drive clearer, more confident commercial decisions. Most recently at Hearts & Science NZ, he has built a reputation for translating complex capabilities across measurement, data advantage and media strategy into practical solutions that deliver value quickly for clients.

These roles strengthen OM New Zealand’s overall vision for technology, data and product delivery, with Bayfield and Delaney aligning agency brands to long-term goals and enhancing day-to-day tools and solutions.

Says Grafton: “Rachel and Mike bring a breadth and depth of capability in this area which will be a powerful combination for our Omnicom clients. We look forward to unlocking this advantage across our client portfolio.”

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