OMD names Rob Frost Chief Strategy Officer
Sian Whitnall: 'We know his expertise and leadership will make a transformative impact here at OMD.'
OMD has appointed Rob Frost as Chief Strategy Officer, a newly created role within the Omnicom Media Group agency.
His appointment follows the February launch of OMD’s We Create What’s Next positioning, which sharpened the agency’s focus on creativity and brand experiences.
Frost joins the Omnicom Media Group agency from EssenceMediacom, where he spent more than a decade in strategy roles across Sydney and New York. His career spans the UK, US and Australia, leading strategy for brands including Budweiser, Uber, Coca-Cola and Volkswagen.
OMD said Frost’s appointment strengthens its strategic capability, which has delivered campaigns such as Macca’s Squid Game Meal and Telstra’s Free Calls to Santa, and earned 27 award wins and 23 shortlists in 2025.
Sian Whitnall, co-CEO of OMD Australia, said: “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.”
Frost said of his appointment: "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.
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"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.”
Top image: Rob Frost
