UM has appointed former Carat executive, Matt Evans, as Managing Partner, leading the Optus account for the IPG Mediabrands media agency, effective immediately.

Evans joins the agency with decades of experience across the agency, media and client side. He most recently spent almost six years at Dentsu media agency Carat, where he was Head of Client Partnerships up until December 2023. There, he led teams focused on collaboration, personal growth, and delivering success for brands including George Weston Foods, NOVA Entertainment, Mastercard, and the Sydney Children's Hospital Foundation.

In the new role, Evans will be tasked with evolving UM's strategic media approach for Optus, a role that will see him working closely with the Optus team to deliver and create market-leading value, innovation, and opportunities geared towards sustainable growth.

CEO of UM Australia, Anathea Ruys, said: "Optus is a powerful Australian brand focused on developing positive connections with people across Australia. The team at Optus are leading marketers who think strategically and have a clear, well-articulated vision and plan for the brand. This is an account that is so energising and exciting for people to work on, I knew that we needed an incredible leader for this team and from the first conversation I had with Matt, I was convinced he was the right person. His wealth of experience across media agency, media partner and creative agency, combined with his nuanced and intelligent thinking, is the ideal blend for a client as world-class as Optus."

Known for his people-first leadership style, Evans has been active in strategic planning, business development, agency management, and traditional, digital, and social media campaigns for his clients. He will be based in the agency's Sydney office and will report directly to UM Managing Director, Sydney, Ben McCallum.

Evans said: "It’s pretty incredible when you have that “stars align” moment in your career, especially when there are ticks on so many levels. I’m pumped to be joining this incredibly talented team at UM at such an exciting time for both the agency and Optus."

Managing Director, UM Sydney, Ben McCallum, said the agency couldn't pass up the opportunity to hire someone "exceptional" like Evans.

"Matt has a wealth of experience across almost all facets of media and marketing and will add significant value to the development of the Optus partnership and our people here at UM," he said. "Matt’s leadership of Optus’ team is critical for the ongoing success of our agency, Optus is one of the biggest and best brands in Australia and I am confident Matt will ensure Optus are consistently at the cutting edge when it comes deploying effective and engaging media campaigns. I can’t wait for his presence to be felt and seen in market."