OMD Australia promotes Penny Shell to chief product officer

OMD has promoted Penny Shell from Melbourne head of product and national head of planning to chief product officer, OMD Australia.

Shell will be responsible for integrating OMD’s core capability from multiple disciplines including strategy, marketing intelligence, marketing effectiveness and Omni (OMD’s marketing orchestration platform) into a holistic product delivered to clients.

Penny Shell

Penny Shell

The move comes hot on the heels of the Omnicom agency promoting Alison Costello to national head of digital and Marelle Salib to national head of investment.

Shell will remain a core member of the national executive team and will oversee OMD’s planning, strategy, marketing intelligence and marketing effectiveness communities.

Sian Whitnall, co-CEO of OMD Australia, said: “Penny is an incredible product lead, she has spent her last three years at OMD building a people first planning product that is creating tangible business results for our clients. She has been pivotal in our Victorian market new business wins including Victorian Government and MECCA, and the retention of long-standing clients.”

Shell has 22 years’ experience spanning all major categories, specialising in strategy. She joined OMD in 2019 and was quickly appointed to the national executive team.

Shell is a key member of the Women’s Health Victoria ‘shEqual: Gender Equality in Advertising’ project to promote gender equality in advertising.

She was awarded the 2021 B&T Women in Media Award for Strategy.

Shell said: “I’m so proud and excited to unite our specialist marketing intelligence and measurement capabilities into OMD’s people-first planning approach. Ensuring media innovation and solutions deliver on measurable business and brand outcomes for our clients is a real passion for me and the wonderful OMD product team.”

Shell’s appointment to the newly-created role is effective immediately. She will work in direct collaboration with Melissa Hey, chief investment officer, OMD Australia, and report in to Whitnall.

The role of national chief strategy officer has now been made redundant. This role was held by Ian Czencz who has now departed OMD.


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