OMD signals importance of PR in media mix by appointing Alistair Henderson as strategy chief

OMD has become the first Australian media agency to appoint someone with public relations experience to lead its strategy. It has promoted Alistair Henderson, who previously ran sister engagement and branded content agency Fuse, to national strategy director.

Earlier in his career, Henderson spent three years at PR agency Hill & Knowlton where he was director of consumer comms.

He said: “Brands today need to be dynamic and highly active in a whole range of new channels to stay relevant to their consumers. Helping OMD clients plan to best exploit the relationship between bought, owned and earned media is a top priority for us.”  

Henderson will report in to OMD CEO Peter Horgan. Horgan said: “Alistair is a strategic heavyweight with nearly 20 years experience. His diverse background including PR, strategy, and Fuse leadership brings a unique approach to solving communications challenges. Alistair’s passion and flair for uncovering things that people care about, and moving clients into innovative, interesting and effective spaces is absolutely unique. This fits hand in glove with the overall direction of the OMD business”.