Frohlich leaves Resonate, a part of the Bell Pottinger Group, on 1 February to become Ogilvy PR’s MD of the Europe, Africa and Middle East consumer marketing practice.
The appointment comes as Ross Cathcart, who was previously head of the UK office, has left the agency.
He will report to Ogilvy EAME CEO Stuart Smith, who told PRWeek that the appointment completes a series of senior appointments to Ogilvy’s EAME leadership team during the past nine months, including Kaitlyn Wilkins, who leads the EAME 360 digital influence team.
Smith said: ‘Michael is a formidable consumer strategist and astute business leader, whose experience, international outlook and energy extends our ability to offer truly global, creative and integrated solutions for brands and businesses.
‘He has led teams to win some of the top awards in the world for creative work and I am confident he will bolster an already flourishing EAME consumer team.’
Frohlich, who launched Resonate in 2003, will split his time in the new job between a client-facing role and driving business development throughout EAME.
He has previously worked as MD at Shine Communications.