Rob Frost. Credit: OMD
OMD Australia has appointed Rob Frost chief strategy officer, a newly created role.
Frost joins from EssenceMediacom, where he held senior strategy roles across Sydney and New York over more than a decade.
His career spans leadership positions in the UK, US and Australia, with experience across major brands including Budweiser, Uber, Coca-Cola and Volkswagen.
Frost said joining the team 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,” he said.
“But it was the people that really made me want to be part of creating what’s next.”
His arrival follows a strong run for OMD’s strategy team, with recent work including Macca’s Squid Game Meal and Telstra’s Free Calls to Santa, a campaign powered by generative AI.
OMD picked up 27 award wins and 23 shortlists so far in 2025.
“Rob will lead the charge in co-creating innovative experiences and helping our clients make lasting connections with their audiences through storytelling and strategy,” said OMD Australia co-CEO Sian Whitnall.
“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.”
Frost has commenced in the role.
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