40 Under 40 2024: Alison Costello, OMD

Alison Costello

Managing director
OMD
Australia

Alison Costello’s career can be defined by one word: transformation. Whether it’s restructuring a team for greater efficiency, redefining digital strategy, or championing diversity, equity, and inclusion, Costello’s approach is rooted in empathy and innovation. Since joining OMD in 2020 as head of digital for Brisbane, her leadership has sparked undeniable growth, transforming client relationships, internal processes, and industry standards across the agency’s Australian offices and beyond.

In 2021, she was promoted to national head of digital, where she led the global rollout of OMD’s digital maturity framework, Navigate. This framework has helped streamline data and technology solutions for clients across markets. Costello’s influence didn’t stop at Australia’s borders; she played a key role in developing the data maturity response for a key APAC pitch, helping secure a major win for OMD.

Her most recent promotion to managing director of OMD Brisbane in 2023 is a testament to her steady rise within the agency. In this role, she has combined her depth in client transformation with her unparalleled ability to engage teams, drive new revenue streams, and ensure OMD Brisbane remains a leader in a fiercely competitive market. Under her leadership, the Brisbane office has seen robust growth in data and technology revenue and a $7 million increase in client spend by one of OMD’s long-standing clients. Her leadership has not only expanded OMD Brisbane’s capabilities but also repositioned the agency as a lucrative partner for digitally mature clients looking to push the envelope further.

Initiatives like open “ask me anything” sessions and personal 1:1s with every staff member—have fostered transparency and vulnerability at the leadership level, slashing staff churn to just 3%, a remarkable achievement in an industry known for high turnover. By automating routine tasks, Costello has also energised junior roles, giving them back 30% of their time and allowing them to focus on more creative, strategic work. Her leadership during OMD’s Month of AI-equipped teams to seamlessly integrate AI into their workflows, driving faster and smarter results.

Costello’s leadership goes beyond operational success. She has long championed diversity and inclusion within OMD and the broader industry. As co-chair of IAB Australia’s Data Council, she has been an ardent advocate for women in the digital space, amplifying their voices in an often male-dominated field. Even while on parental leave herself, Costello was promoted—a testament to her belief that parenthood should not limit career growth. She has since supported other parents at OMD with flexible return-to-work options, ensuring they, too, can thrive in their careers.

Beyond the boardroom, she is no stranger to advocacy and community involvement. She has played a critical role in industry discussions on the future of AI, data, and emotional intelligence, speaking at events like Meta's The Forum and the Media Federation of Australia’s Ex-Conference. And when it comes to giving back, she leads by example, raising funds for causes like the Leukaemia Foundation by donning an inflatable flamingo costume and bringing her infectious energy to the streets of Brisbane.

Alison Costello’s ability to seamlessly balance business acumen with empathy, innovation, and leadership makes her one of OMD’s most dynamic leaders—and a deserving recipient of this year’s 40 Under 40 award.