OMD Australia has announced the appointment of Rob Frost as its new Chief Strategy Officer (CSO), a role newly created to strengthen the agency’s strategic vision and leadership. Frost brings more than a decade of global strategy experience to the position, marking an important milestone in OMD’s continued growth and innovation.
A Global Career Spanning the UK, US, and Australia
Frost joins OMD from EssenceMediacom, where he held senior strategy roles across both Sydney and New York. With an extensive career that has taken him across the UK, US, and Australia, Frost has worked with some of the world’s most iconic brands including Budweiser, Uber, Coca-Cola, and Volkswagen. His international perspective and proven expertise make him well-positioned to help OMD deliver cutting-edge solutions for its diverse client base.
Reflecting on his new role, Frost said stepping into OMD felt like a natural next step.
“I’ve always looked at both OMG and OMD with a great level of respect—it’s hard not to, particularly here in Australia. From the outside, they clearly had great data, tech, and tools, as well as amazing relationships with a roster of clients that anyone in our industry would jump at the chance to work with. But it was the people that really made me want to be part of creating what’s next.”
A Strong Period of Growth for OMD
Frost’s appointment comes on the heels of a series of high-profile strategic campaigns from OMD Australia. Recent successes include Macca’s Squid Game Meal and Telstra’s Free Calls to Santa, an innovative campaign powered by generative AI. These initiatives highlight OMD’s ability to blend creativity with technology to engage audiences in unique and meaningful ways.
The agency’s momentum is reflected in its impressive 2025 awards run, with 27 wins and 23 shortlists across major industry platforms so far this year. The addition of Frost signals OMD’s intention to build on this success and elevate its strategic leadership to new heights.
A Transformative Leadership Move
OMD Australia co-CEO Sian Whitnall welcomed Frost’s arrival, emphasizing the impact of his leadership on the agency’s future.
“Rob will lead the charge in co-creating innovative experiences and helping our clients make lasting connections with their audiences through storytelling and strategy. In his previous roles, Rob has consistently driven strategic innovation, delivered business growth, and produced award-winning work. We know his expertise and leadership will make a transformative impact here at OMD.”
Looking Ahead
With Frost now officially in the role of Chief Strategy Officer, OMD Australia is poised to further cement its reputation as a leader in media strategy and innovation. His appointment reflects the agency’s commitment to future-focused thinking, global expertise, and human-centered creativity—a combination that will shape the next chapter of OMD’s journey in Australia and beyond.
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