Strategic Hires Reinforce Frost Creative’s Commitment to Senior-Led Delivery and Long-Term Client Growth

Frost Creative has announced the expansion of its senior leadership team with the appointment of Simon Thurston as Head of Marketing and Kevin McKell as Creative Lead, further strengthening the agency’s strategic branding and consultancy offering for ambitious B2B organisations.

The appointments reflect Frost Creative’s continued evolution as a senior-led strategic branding consultancy, providing clients with direct access to experienced specialists across brand strategy, creative leadership, marketing consultancy, and digital experience.

Simon Thurston joins Frost Creative with more than 29 years of senior marketing experience, bringing deep expertise across strategic marketing, campaign planning, commercial growth, and long-term brand development. His appointment enables Frost Creative to support clients beyond initial brand strategy and identity development, offering ongoing consultative marketing guidance to help organisations activate and scale their brands more effectively.

Kevin McKell joins as Creative Lead, bringing more than 20 years of experience developing impactful brands, visual identities, and creative campaigns across multiple sectors. Kevin’s experience strengthens Frost Creative’s ability to deliver strategically grounded creative work that combines clarity, differentiation, and commercial impact.

The appointments support Frost Creative’s long-standing belief that senior expertise should remain embedded throughout every client engagement. Gary Frost, Founder at Frost Creative, said:

Many agencies position senior teams during the pitch process before transitioning delivery to junior teams. We’ve intentionally built Frost differently. Who you meet in the pitch is who delivers the work. Our clients work directly with senior strategic and creative specialists from discovery through to delivery.

The team expansion follows a period of significant growth for the agency, including the recent onboarding of major strategic branding programmes with Cappagh Browne, Drug Safety Research Unit and Carnegie Group.

Each organisation has engaged Frost Creative through its TripleD™ strategic branding programme, Frost’s proprietary framework designed to help organisations align business strategy, brand positioning, stakeholder engagement, and digital experience into a unified growth platform.

What is Frost Creative’s TripleD™ Strategic Branding Programme?

TripleD™ is Frost Creative’s structured strategic branding methodology designed specifically for ambitious organisations operating within complex, technical, engineering-led, or growth-focused sectors.

The programme combines three core stages:

Discover

A deep strategic discovery phase focused on understanding the organisation, market position, stakeholder perception, customer insight, competitive landscape, and future ambitions. This stage typically includes stakeholder workshops, leadership interviews, audience research, competitor analysis, and brand audits.

Define

The strategic positioning stage where Frost Creative develops the organisation’s brand strategy, messaging architecture, value proposition, tone of voice, mission, vision, and differentiation strategy. This phase establishes the commercial and emotional foundations of the brand.

Deliver

The activation and implementation phase where strategy is translated into creative and digital experiences. This can include brand identity systems, websites, campaign platforms, digital experiences, sales tools, internal communications, marketing campaigns, and employer branding programmes.

The TripleD™ programme has been developed to help organisations move beyond surface-level branding and instead create commercially effective brands capable of supporting long-term growth, recruitment, market differentiation, stakeholder engagement, and digital transformation.

Frost Creative primarily works with organisations across construction, engineering, infrastructure, aviation, healthcare, logistics, and regulated sectors, helping leadership teams build brands that are strategically aligned, commercially credible, and operationally scalable.

The agency’s recent growth reflects increasing demand from organisations seeking senior-level strategic guidance combined with hands-on creative and digital delivery expertise. Frost added:

With Simon and Kevin joining the business, we’re continuing to build a team that gives clients direct access to experienced strategic thinkers and creative leaders. Our focus remains on helping organisations create brands that not only look stronger, but perform more effectively across every touchpoint.