Edelman taps MediaCom’s Tom Robinson for local CEO role

Edelman has named Tom Robinson as the firm’s new CEO for Australia. The appointment is effective 1 August and will report to Stephen Kehoe, Edelman’s CEO for the Asia Pacific.

Robinson joins Edelman from MediaCom and takes over the leadership role following Michelle Hutton’s elevation to APAC vice-chair last year. 

Tom Robinson

Robinson’s 11-year tenure at MediaCom Australia has seen him lead agency teams across the content and integrated communications landscape, most recently serving as the managing partner for creative systems, a business unit he established in 2019. In this role, he’s led MediaCom’s integrated content and creative business to better connect creative and media for brands such as Dell, Mars, KFC, Universal Pictures, and Hasbro.

In a particularly challenging talent environment, Robinson brings a proven culture-building leadership style to Edelman – empowering employees at all levels and instilling a people-first approach.

Speaking on the appointment, Kehoe, commented: “As a people business, culture must be at the heart of our organisation and Edelman is a place that people want to work. Tom Robinson is known for his investment in identifying and fostering talent, coupled with innovative ways of growing a business. I am excited to have someone of his calibre leading our firm in Australia. Tom’s multi-disciplinary experience is exactly what our clients are looking for.”

Robinson said of his appointment: “I am excited to be joining Edelman, given its momentum in the marketplace and reputation as an innovator in the communications space. Having witnessed the firm’s build-up of its creative, strategy, and digital talent over the past few years – and the increasing competition it brings to the creative landscape – I look forward to being part of the firm’s growth journey in Australia and working with leading brands and organisations on developing communications strategies that generate stronger impact and results.”

MediaCom Australia said: “Throughout his 11-year journey at MediaCom, Tom has played a pivotal role in the evolution and success of our agency, launching, and expanding our Creative Systems division and leading a team of talented media and creative integration specialists. He has been a key part of the leadership team and will be missed greatly. Tom’s commitment, drive, and passion to MediaCom, his team and clients has always been exemplary, and it’s been a pleasure to support his career development. On behalf of everyone at MediaCom, we whole heartedly thank Tom for everything and wish him nothing but success for the future in his new role.”

In addition to Robinson’s appointment, Edelman has strengthened its Australia leadership bench, promoting Amber Scotto Di Perta to the newly created role of chief operating officer. As client services director, Scotto Di Perta has led Edelman’s campaigns for its travel, tourism, FMCG, and financial sector clients over the past six years and continues to lead PayPal Australia in her new role. She will partner with Robinson on leading the firm’s business operations across Sydney and Melbourne.

Peter Pippen has come on board as head of strategy for Australia. Pippen is a strategic planner who has spent more than ten years working across multiple communications disciplines. He brings a wealth of experience leading brand and creative strategy for Arnott’s and Westpac Group Regional brands for Saatchi & Saatchi Australia. His campaigns have gone on to win top gongs at the Australian Effies, winning the Grand Effie in 2018 for the Australian Defence Force, and three Grand Prix awards at the 2018 Cannes Lions with Palau Pledge.

Scotto Di Perta and Pippen join Henry Taylor on the leadership bench, who was announced as the firm’s head of digital late last year. A former journalist, Taylor most recently led innovation and audience-building strategy for the World Economic Forum, based out of Switzerland. He has proven experience advising some of the world’s largest organisations on digital communications strategies including Microsoft, Salesforce, UBS, KPMG, and Unilever. Taylor is responsible for setting the digital and social strategies for Edelman’s clients with a particular focus on digital platform design, SEO, and product development.

Kehoe concluded: “In further strengthening our leadership team, we are bolstering our credentials to lead truly integrated campaigns to meet and exceed the expectations of our clients. I am excited to see the impact this power-packed leadership team will make for our clients and our Australia business.”


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