Icon Agency has strengthened its national leadership team with the appointment of Tom Lock as Head of Queensland, prioritising the independent agency’s commitment to the state’s fast growing communications and cultural landscape.
The announcement arrives as Queensland prepares for a decade of major investment, infrastructure development and global attention in the lead up to the Brisbane 2032 Olympics.
A goal to support a broader goal
In the expanded role, Lock will continue to lead ICON’s Queensland operations while supporting broader national growth across corporate, consumer and government communications.
He also retains responsibility for the agency’s national consumer PR remit.
Georgina Rees, Executive Director Brand, Creative and Communications at ICON, said Lock’s appointment builds on the agency’s ambition to remain deeply connected to the communities it represents.
“Tom’s appointment builds on ICON’s mission to provide a strong, locally grounded communications offer that connects national expertise with regional insight,” she said.
ICON co-founder and Managing Director Joanne Painter added that the state’s rising influence made Queensland a critical market for the agency.
“Queensland is at the centre of Australia’s next decade of growth, from infrastructure and innovation to global events and cultural leadership. Tom’s appointment recognises that significance. His experience and vision ensures ICON continues to deliver meaningful impact for our clients and the communities we serve.”
About Lock
Lock joined ICON in 2023 and has since played a central role in expanding the Queensland team and strengthening national client partnerships.
His experience runs both holding group and independent agencies, working across consumer brands, healthcare, finance, technology, tourism, retail, automotive, not for profit and government sectors.
He has delivered results for brands including Instagram, Schneider Electric, MyFitnessPal, Royal Canin and Amplar Health.
“Queensland’s influence on Australia’s business, government and culture has never been stronger,” Lock said.
“I’m excited to work alongside the team, building on our local and national talent, deepening partnerships, and helping brands and institutions tell stories that matter.”
Lock is also committed to developing emerging industry talent in the state.
He has previously served as a guest lecturer at the Queensland University of Technology, sharing industry insights with postgraduate communications students.