With a career spanning decades, Barry O’Brien has built some of the country’s most enduring media agencies, guided countless careers, and championed the industry with a generosity of spirit that sets him apart.
After co-founding and leading Total Media – which became the launchpad for PHD in Australia – O’Brien went on to establish Atomic 212° in 2008. Over 17 years, he grew it into Australia’s largest independent media agency, with offices in Sydney, Melbourne, Brisbane and Darwin, servicing blue-chip clients and earning global recognition for its innovative, results-driven work.
Earlier this year, Atomic 212° joined Publicis Groupe, cementing O’Brien’s legacy as the architect of one of the great Australian indie success stories – an agency that proved local independents can compete on the world stage.
O’Brien was an original MFA board member in 1997 and the inaugural Chair of UnLtd, embedding social responsibility into the industry’s DNA. Awarded the Order of Australia in 2014 and named Mediaweek Icon in 2023, he continues to give back through extraordinary charity work.
Central to O’Brien’s success is his belief that relationships are the lifeblood of the media industry. As anyone within his orbit knows, his door is always open – to clients, media partners, staff, and anyone seeking guidance.
Kurt Burnette, the former chief revenue officer of Seven West Media, describes O’Brien as “a shrewd businessman and negotiator with a heart of gold and an innate ability to become not just a business partner, but a friend”.
“You felt like you were working for each other and wanted to run through walls for him, because you knew he would do the same,” Burnett says. “I know his team does, the media do, as do his clients and the many charitable organisations he supports. That is very rare and it is very special and why Barry belongs in the MFA Hall of Fame.”
Indeed, while O’Brien is known for his sharp commercial instincts, he is equally respected for his integrity, generosity, and unwavering commitment to people. He has mentored generations of media leaders, supported MFA initiatives to shape young talent, and regularly fronted the media as a trusted voice on the industry’s impact and achievements.
“Barry has been a constant presence in my career,” says Brian Gallagher, Commercial Director Audio at Nine. “I’ve watched him evolve over many years into the statesman of media and advertising that he is today. His contribution to the industry can be measured in many ways, in support of many worthy causes and a strong focus on successful outcomes for his clients.
“I do think that his lasting legacy though will be measured in the success of other people. The many of us that he has generously mentored and supported into being the best version of ourselves. Congratulations on your induction Barry, from all of us who have benefited from your counsel over many years.”
Melanie Kay, Business Director at OMD, says: “Barry has dedicated his career to the media industry with integrity, innovation, and generosity. A true gentleman, he has mentored and inspired countless individuals, built enduring client partnerships, and pioneered media firsts that have shaped our industry. His lifetime of service stands as a powerful legacy – marked by passion, forward-thinking innovation, and, most importantly, genuine care for people.”
Lorraine Woods, Chief Investment & Trading Officer at Atomic 212°, also praises O’Brien’s generosity and support of up-and-coming talent. “Barry has been a cornerstone of the advertising industry for decades, generously sharing his wealth of knowledge and experience with the next generation of talent,” she says.
“He has given countless people their first opportunity in the industry, nurturing their growth and shaping future leaders. Known for his approachability and genuine interest in people at every level, Barry makes everyone feel valued and supported. He is a true mentor whose impact extends far beyond the boardroom.”
In just the past two years, O’Brien has raised around $1 million for causes including School for Life, the Children’s Cancer Institute, and the family of jockey Dean Holland. When Atomic 212°’s Emma Macey’s daughter Bella was diagnosed with CRPS, O’Brien personally raised $250,000 to support her care.
And through the agency’s partnership with Charles Darwin University, he has championed scholarships for First Nations students in the Northern Territory, reflecting his commitment to creating pathways for the next generation.
Annabelle Chauncy, CEO & Founding Director of leading education charity School for Life, has experienced Barry’s generous spirit and commitment to positive change first-hand.
“I’m absolutely delighted to see Barry O’Brien OAM inducted into the MFA Hall of Fame,” she says. “I first met Barry through the ASX Refinitiv charity program and was immediately inspired – not only by his remarkable journey in building one of Australia’s most successful media agencies, but also by the way he has used that success to make a difference in the lives of others.
“Barry has been a tireless champion for change, by generously leveraging his network, his Atomic 212 team and resources, and by making his own personal commitments to support the work of School for Life. Thanks to his dedication, thousands of vulnerable children in rural Uganda have been given the chance to access quality education and build brighter futures.”
Reflecting on O’Brien’s impact, MFA Board Chair Mark Coad, CEO of IPG Mediabrands, describes him as a leader who continues to inspire us all: “For decades, he has shaped our industry as a senior leader, building and running successful businesses, mentoring countless people, and earning respect as both an inspiring leader and an all-round great bloke.”
Barry O’Brien’s career is defined by building, giving and leading. He has created agencies that set new benchmarks for performance, mentored and inspired the people who now lead the industry, and consistently used his influence to strengthen the broader community.
For his unmatched contributions, his trusted voice, and his tireless championing of media as a force for good, Barry O’Brien is a worthy inductee into the MFA Hall of Fame.
