Mat Baxter swaps media for digital transformation, taking over as Global CEO of IPG's data, tech and design agency Huge

News 25 Jun 2021 - 2 min read

Mat Baxter swaps media for digital transformation, taking over as Global CEO of IPG's data, tech and design agency Huge

By Josh McDonnell - Senior Writer

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags:

Australian ex-pat and Global Chairman of Mediabrands agency Initiative, Mat Baxter, is swapping IPG-owned agencies and joining the holding group's digital transformation and tech business Huge.

What you need to know:

Australian ex-pat Mat Baxter has joined IPG's digital transformation business Huge as Global CEO.
Formerly leading IPG Mediabrands' agency Initiative, Baxter will now lead 1,200 people across a dozen markets.

IPG has appointed Mat Baxter as Global Chief Executive Officer of Huge, the holding group's global experience and digital transformation agency.

Since March 2021, Baxter has served as Chairman of IPG’s Initiative and before that role, led the media agency for five years as Global CEO.

Huge also has advertising and creative, branding, communications planning, content marketing, and e-commerce capabilities alongside digital transformation and CX services.

In this new role, Baxter will lead an organization of more than 1,200 people across a dozen markets and build on Huge’s strengths.

“I’m thrilled to be joining Huge, and even more thrilled at the chance to work with such a talented team to build the company’s exciting next chapter," Baxter said.

"And I’ll be particularly focused on finding ways to help accelerate the convergence of our clients’ creative and media efforts in this role.”

During his time leading Initiative, the agency was appointed as global media agency for leading brands like Amazon, LEGO, Converse, and Carlsberg, and won many industry awards, including numerous Agency of the Year titles.