OMD names Rob Frost chief strategy officer

OMD Australia has appointed Rob Frost to the newly created role of chief strategy officer, strengthening its strategic leadership following the launch of its We Create What’s Next positioning earlier this year.

Frost joins 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, and earning recognition across the Festival of Media Global, Adweek and Effie awards.

OMD said Frost’s appointment reinforces the agency’s focus on creativity and co-creating brand experiences, building on campaigns such as Macca’s Squid Game Meal and Telstra’s Free Calls to Santa. In 2025, OMD has collected 27 award wins and 23 shortlists.

OMD Australia co-CEO Sian Whitnall said Frost would play a key role in driving innovation and business growth. “Rob will lead the charge in co-creating innovative experiences and helping our clients make lasting connections with their audiences through storytelling and strategy,” she said.

Frost said he was drawn to OMD by its people and vision. “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,” he said.

Frost has already commenced in the role.