Rob Frost appointed Chief Strategy Officer at OMD Australia

Omnicom Media Group agency OMD has announced the appointment of Rob Frost to the newly created role of Chief Strategy Officer. Following the launch of the agency’s We Create What’s Next positioning in February this year, OMD has supercharged their focus on creativity and co-creating memorable brand experiences with their clients.

Frost’s appointment further cements OMD’s powerhouse strategic community, which has seen continued momentum over the past year with groundbreaking campaigns including Macca’s Squid Game Meal and Telstra’s Free Calls to Santa powered by Generative AI. In 2025 alone, OMD’s creativity has been recognised with 27 award wins and 23 shortlists.

Frost’s career spans the UK, US and Australia; leading strategy at a local, regional and global level across some of the world's leading brands and organisations including Budweiser, Uber, Coca-Cola, and Volkswagen. His work has led to numerous accolades across the awards circuit with Festival of Media Global, Adweek, Effies and more.
Frost joins OMD from EssenceMediacom where he has spent over a decade in strategy roles across Sydney and New York.

Sian Whitnall, co-CEO of OMD Australia, says; “At the heart of transforming businesses, OMD is redefining the delivery of creativity and effectiveness for clients. 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.”

Speaking on his appointment, Frost says “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. I’m used to hearing about OMD’s great team and expertise from media partners, but when I got the chance to meet Sian and Laura myself, I instantly felt like it was the right place for me, with a clear and exciting vision ahead that I couldn’t wait to be part of.”