OMD names longtime strategist Rob Frost as CSO

September 10, 2025 9:31

Rob Frost

Communications and marketing agency OMD has revealed that EssenceMediacom’s Rob Frost has joined its team as chief strategy officer.

In the newly created role at the Omnicom Media Group-owned company, Frost will be responsible for “co-creating innovative experiences” and helping the agency’s clients build lasting connections with their audiences.

He has already commenced in the role.

“At the heart of transforming businesses, OMD is redefining the delivery of creativity and effectiveness for clients,” OMD Australia’s co-CEO, Sian Whitnall, said in a press release.

“Rob will lead the charge in co-creating innovative experiences and helping our clients make lasting connections with their audiences through storytelling and strategy.”

Whitnall went on to praise Frost and his career, saying that the former national head of strategy at EssenceMediacom will make an impact at the agency.

“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,” Whitnall said.

Frost’s career has seen him work across Australia, the United States and the United Kingdom. Much of his professional life was spent at the WPP-owned agency Mediacom, which he entered in a buyer and planner role in September 2012. He climbed the organisation’s ladder over the next decade, taking on numerous roles including manager, associate director for strategy, strategy director, and more.

In early 2022, it was announced that Mediacom would merge with Essence “to ‘disrupt the old models across media, creative, innovation and analytics’, built to deliver new opportunities for brands and ‘deliver truly integrated media solutions'”. In late January 2023, the newly formed EssenceMediacom was launched globally.

Frost stayed on at the agency after the merger. He served as its managing partner and Sydney head of strategy for one year, and then took on the national head of strategy role from December 2023 to August 2025.

He’s credited with spearheading global, regional and local strategy for well-known brands, including Volkswagen, Uber, Budweiser and Coca-Cola.

“I’ve always looked at both OMG and OMD with a great level of respect — it’s hard not to, particularly here in Australia!” Frost said in the release.

“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.”

Frost’s appointment is the latest leadership news to come out of the agency this year.

In March, its group managing director (MD) Kenny Stewart left the business, while its national MD Antonia Glezakos was promoted to executive partner at Omnicom. At the same time, OMD’s Melbourne team obtained a new managing director in Rachel Page.

The business was also announced as the local media agency of record for sports brand Under Armour.