About me
I'm Omar Oakes — journalist, editor, and industry commentator.
I've spent more than a decade covering advertising, media, and the systems that decide what gets funded, what gets said, and what gets believed.
I’m driven by a fascination with how money, platforms, and organisational incentives quietly rewrite culture.
And I report and analyse for people who need clarity, not comfort.
What I’ve done (and why it matters)
After six years as media editor and global technology editor at Campaign, I was founding editor of The Media Leader, where I helped build it into a multi-platform publication and led its expansion into the US.
Since then, I’ve worked across reporting, longform analysis, interviews, events, and podcasting—usually in rooms where people are paid to sound confident while being fundamentally uncertain.
Founding Editor, The Media Leader — relaunched it, built it, and left when the next thing was more interesting
Media editor and global technology editor, Campaign
Columnist and analyst: advertising, media, platform power
Moderator and host for industry events, podcasts, and live interviews
Advisor to leaders on narrative and strategic communication
What I pay attention to
Most media commentary is either gossip or tech worship. I’m interested in the stuff underneath.
Power: who gets to decide what “truth” looks like, and who pays for it
Narrative: how language becomes strategy — and how strategy becomes reality
Incentives: what business models reward, distort, or quietly punish
Platforms: how distribution shapes speech, not just reach
Advertising: the money river that funds (and sometimes poisons) the whole ecosystem
How the advisory work fits
Alongside journalism, I advise media and advertising leaders on message clarity, story architecture, and public-facing narrative—especially when the business is changing faster than the language around it.
This isn’t something I do alongside being a journalist — it’s applying the same skill in a different setting: seeing the incentives, spotting the weak logic, and helping people say what they actually mean.
My reporting is independent, and I’m careful about conflicts of interest.
What people bring me in for
Moderating panels that don’t drift into beige nothingness
Interviews that get past the rehearsed lines
Keynotes and talks on media economics, platform power, and ad-funded journalism
Sharp editorial thinking for organisations shaping public narratives
“In all the time I’ve worked in the industry, I’ve not come across a journalist who covers the media sector as well as Omar. Some others often focus far too much on gossip or process issues, but Omar really brings a much better focus on the work and creates healthy and much-needed debate in the sector.”
—Geoff de Burca, European strategy lead for Amazon XCM, WPP OpenDoor
“Omar brought clarity, energy and sharp editorial judgment to our panel at the PPA Festival, helping to make it one of the day’s standout sessions. He guided the conversation with authority and warmth, challenging thinking and inspiring ideas. A true professional—collaborative, insightful and unflappable.”
—Sajeeda Merali, CEO, Professional Publishers’ Association
If you’re here for…
Editors
Browse selected work, get a sense of range, or get in touch about commissions.
Conference producers
I host, moderate, and speak on media, advertising, and platform power — with preparation and opinions.
Comms and leadership teams
I advise on narrative clarity, positioning, and public-facing communication — selectively and with clear boundaries.
