OMD Australia bolsters NSW Government account with key senior promotions

OMD - Philippa Moig and Peita Pacey

This comes after OMD was appointed as media agency of record across the NSW Government account

OMD Australia has announced two key senior promotions and the bolstering of the agency’s people-first solution capabilities following its appointment as media agency of record across the consolidated NSW Government account.

Promoting from within, Philippa Moig has been appointed to head of NSW Government and Peita Pacey to head of behaviour change, NSW Government.

The head of Government role was previously implemented by OMD Melbourne for the Victorian Government account to provide consistent leadership across all departments and agencies. Gemma Lasenby has held this role since the agency was appointed by the Victorian Government in July 2021. This successful structure has been replicated by OMD Sydney to deliver the same dedicated leadership focus for the NSW Government.

Moig joined OMD in 2019 as business director and has spent the past three and a half years working across Suncorp Group. She is a key member of Omnicom Media Group Australia’s Reconciliation Action Plan Committee and leads many of the initiatives that deliver on the Group’s RAP commitments. Moig also became a member of the MFA DE+I Advisory Council in 2021.

Kim Hamilton, managing director of OMD Sydney, said: “Philippa made a huge impact in her previous role across Suncorp Group, she is a proven OMD leader and strives for excellence while inspiring the team around her. We are thrilled to make this appointment from within. Supporting Philippa, we have built a talented team with market leading capability who are excited to be creating impactful work for the people of New South Wales.”

Moig, who is driven by purposeful work, said of her promotion: “Nothing could represent this better than having the opportunity to lead the NSW Government account at OMD. Our team has the privilege of providing important communication for the whole of NSW Government to over eight million people across New South Wales.

“We are passionate about understanding and communicating in a meaningful way across 300+ culturally and linguistically diverse communities, including Aboriginal and Torres Strait Islander peoples from over 30 Indigenous nations.”
OMD’s bolstering of product capability follows the promotion of Penny Shell to chief product officer in December 2021 and the implementation of a new structure to strengthen leadership consistency across the agency’s product offering. This structure was supported by the promotions of Alison Costello to national head of digital, Marelle Salib to national head of investment and Thad King to national head of planning.


Together, this team champions the agency’s product philosophy of creating people first solutions. These solutions range from OMD’s Marketing Intelligence bespoke consumer research, measurement and journey mapping, uncovering new business assets and connections, through to the OMD Navigate proprietary data framework.

Shell said: “Inspired by the behaviour change focus at the centre of NSW Government’s ambitions and to support OMD’s new business growth, we have evolved our OMD Design framework to embed behaviour change and inspire new, measurable campaigns and media for the individuals and communities of New South Wales.

“Our agency ambition, Performance with Integrity for our People and Partners, puts purpose at the heart of everything we do. This new behaviour change capability ensures client purpose led initiatives deliver beyond brand and business outcomes, to include human and community outcomes that result in positive change.”

To lead this new capability, OMD has promoted Peita Pacey to head of behaviour change, NSW Government. Prior to this appointment, Pacey held the role of head of strategy, OMD Sydney for the past five years and was pivotal to the NSW Government appointment. Passionate about people and behaviour, Pacey is also completing her post-graduate Psychology degree and will bring this expertise to the behavioural models underpinning OMD’s approach.

Pacey said of her promotion: “Being able to infuse the rigour of behavioural science with real-time behavioural data gives us an incredible opportunity to make significant positive shifts in outcomes for communities across New South Wales.

“Globally, OMD has applied behaviour change as a core planning philosophy with OMD Design x Behaviour and I will be working closely with behavioural specialists in the UK and New Zealand Government teams as we launch our local frameworks in the coming months,” she added.

All appointments are effective immediately. OMD will be recruiting for a new head of strategy, Sydney.

Top image, left and right: Philippa Moig and Peita Pacey

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