Business growth consultancy 24 Hour Business Plan has announced that Mark Coad, one of Australia’s most respected marketing and communications leaders, will join as Partner and Senior Advisor. His appointment marks a strategic milestone for the firm’s Australian arm, reinforcing its senior advisory bench and expanding its client-focused growth framework.
Business growth consultancy 24 Hour Business Plan (24HRBP) has announced the appointment of Mark Coad as Partner and Senior Advisor, a move that significantly strengthens its advisory capabilities and marks a strategic milestone for the Australian arm of the fast-growing firm. Coad, widely regarded as one of Australia’s most respected marketing and communications leaders, brings more than three decades of experience leading influential agency networks and advising major brands and Boards. His decision to join 24HRBP underscores the firm’s ambitions and the rising demand for commercially minded advisory support in today’s business environment.
Founder Andrew ‘Billy’ Baxter described Coad’s engagement as a major achievement for the consultancy. “Mark is one of the most experienced and respected leaders the media industry has ever produced,” Baxter said. “He brings deep strategic thinking, proven leadership at scale and an unrivalled understanding of how organisations grow, adapt and perform under pressure. His decision to work with us is an endorsement of our model and where we are headed.”
As Partner, Coad will work closely with 24HRBP’s Australian team, providing guidance across strategy, leadership, governance and performance. He will also focus on client success, delivering the firm’s proven framework through its distinctive 4x 6-hour workshop model. This practical, outcomes-driven approach was a key factor in attracting Coad to the consultancy. “What attracted me to work with 24HRBP is its focus on real-world impact,” he said. “This is not advisory in theory, it’s about helping leaders solve real problems, quickly and effectively, and build their businesses for growth. Billy has built a business that understands the realities of leadership today, and I’m excited to work with the team to help organisations move faster, think clearer and deliver sustainable growth.”
Coad’s career trajectory reflects his reputation as a transformative leader. Most recently, he served as CEO of IPG Mediabrands Australia, one of the country’s largest professional services firms. During his tenure, he spearheaded the industry’s first major transformation of automated systems, deploying robotic technology to fully automate repetitive tasks. This pioneering work was later adopted globally by IPG, cementing his influence on operational innovation.
His earlier roles included senior leadership positions at Omnicom Group, where he was Managing Director of OMD Melbourne before becoming CEO of OMD Australia. Under his leadership, OMD rose to prominence in the Australian market. He later served as CEO of creative agency Clemenger Harvie Edge before returning to the media sector as CEO of PHD Australia. Across these roles, Coad consistently demonstrated his ability to guide organisations through change, growth and complexity, earning the trust of clients and Boards alike.
Beyond his executive career, Coad’s influence extends across the broader media and marketing industry. He has held Board positions with the Media Federation of Australia (MFA) and the Association for Data-driven Marketing and Advertising (ADMA). He is currently a Board Director of the Melbourne International Comedy Festival and serves on the Board of Trustees of the Commando Welfare Trust. In addition, he is a longstanding mentor for the Marketing Academy’s scholarship series, reflecting his commitment to nurturing the next generation of leaders.
His affiliation with 24HRBP reinforces the consultancy’s commitment to building a senior advisory bench with deep industry credibility and hands-on leadership experience. As demand grows for flexible, high-calibre business support beyond traditional consulting models, the firm is positioning itself as a trusted partner for organisations seeking practical, strategic guidance. Baxter emphasised the value of Coad’s appointment for businesses of all sizes. “If you are running a medium-sized enterprise through to a major company of a 1000+ people, there is no better advisor than Mark to partner with to create a strategic business plan geared for growth. It is an asset to be able to call him part of our team.”
The announcement signals a new chapter for 24HRBP’s Australian arm, which continues to expand its influence in the business advisory sector. With Coad’s expertise in leadership, governance and transformation, the firm is poised to deliver even greater impact for its clients. His track record of driving innovation, coupled with his ability to navigate complex organisational challenges, aligns with 24HRBP’s mission to help businesses move faster, think clearer and achieve sustainable growth.
For Coad, the partnership represents an opportunity to apply his extensive experience in a model designed for practical outcomes. His focus on real-world impact resonates with the consultancy’s ethos of equipping leaders to solve pressing challenges and seize opportunities for growth. As businesses across Australia and beyond grapple with rapid change, his appointment offers reassurance that 24HRBP is building the senior advisory strength required to meet those demands.
In an industry where credibility and experience are paramount, Coad’s decision to join 24HRBP is both a vote of confidence in the firm’s approach and a signal of its growing stature. His presence is expected to enhance the consultancy’s ability to deliver strategic business plans that are not only ambitious but also grounded in the realities of leadership and organisational performance.
With this appointment, 24HRBP continues to evolve as a consultancy that blends strategic insight with practical execution. For clients, the addition of Mark Coad to the advisory team promises access to one of the most seasoned leaders in the field, ensuring that their growth strategies are informed by decades of proven leadership and innovation. As Baxter noted, the firm’s trajectory is clear: building a senior advisory bench capable of guiding organisations through complexity and towards sustainable success.
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