Rob leads the Effectiveness, Marketing Science, Insight and Data & Tech Strategy teams at MG OMD, spearheading the agency’s marketing effectiveness agenda and helping define how creativity, data and business outcomes connect. A self-confessed effectiveness nerd, Rob is passionate about proving the value of marketing and takes pride in helping clients build the business case for growth – delivering sustainable success through better understanding, inclusive action and tangible results.

With more than 20 years of marketing experience, Rob has spent the last six years at Omnicom leading group-wide marketing effectiveness programmes and capability initiatives. He has also played an active role in shaping industry thinking, writing for publications such as the IPA, The Drum and The Media Leader on topics ranging from navigating the AI revolution to the future of work, and speaking at major events including the IPA Effectiveness Conference and The Future of Media. Rob also explores emerging ideas on his Substack, where his accessible take on marketing science, behavioural strategy and the evolving role of AI in media attracts thousands of readers and lively industry debate.

A proud advocate for inclusion, Rob spent two years as Co-Chair of OMG’s Disability and Neurodiversity network, driving openness and understanding across the group. Prior to Omnicom, he was Head of Media Strategy and Effectiveness at Sky and led the EMEA Multi-Channel Analytics practice at Ebiquity.