The Australian-based global CEO of Huge, Mat Baxter, finished up with the agency this week to stay in Australia for a local role.

The former global CEO of IPG's Initiative Media, returned to Australia last year to run another IPG company, Huge.

But Baxter told Mi3 today he told HQ he "couldn't keep doing US hours" and there "wasn't a lot of options for me" in the IPG group in Australia.

When asked if he would stay in the agency sector or beyond, Baxter said "probably beyond to a brand or a start-up".

Last year Baxter told Mi3 last year on his return that the traditional head hours agency model was doomed because of AI and that industry had "swung to far" on post-Covid work flexibility and culture.

Baxter will feature next week in Mi3's flagship edition.

IPG meanwhile, announced Lisa De Bonis as the new CEO of creative consultancy, Huge, succeeding Baxter. De Bonis previously held the role of Chief Product Officer at Huge.ns.

During her tenure as Chief Product Officer, De Bonis led the development of the company's technological infrastructure and oversaw the deployment of a suite of new AI-powered products, including Huge LIVE and the Creative Capital Index. Prior to her time at Huge, De Bonis served as Managing Director at Accenture Interactive, where she held multiple leadership roles across the UK and Europe. She has a proven track record of creating and delivering impactful campaigns for international brands such as Orange, Coca-Cola, and SABMiller, and co-founded Work Club, which was later acquired by Havas.

"Lisa is the natural successor to continue the transformation of Huge in light of my decision to relocate back to Australia for family reasons," said Baxter, who served as CEO since 2021. During his tenure, Baxter led Huge’s structural reorganisation, production model, and nascent investments in AI.

Philippe Krakowsky, CEO at Interpublic Group, the parent company of Huge, praised De Bonis' digital-first thinking and her deep, global experience in digital marketing, consultancy, and creativity. "Huge sits at the intersection of technology and creativity, building digital products that drive growth and transformation for marketers. Lisa is a digital-first thinker... who can build on the company’s positioning as a center for innovation that delivers business results," Krakowsky said.

Krakowsky also acknowledged Baxter's contributions to IPG over the past 14 years, stating, "Mat has been an important part of IPG for over 14 years, leading a range of organizations, people and capabilities with a great strategic brain and a big heart, and we’re thankful for his contributions."

De Bonis expressed her excitement about her new role, stating, "Huge is purpose-built to help brands solve complex problems through technology and innovation. Our people, our work and our new suite of AI-powered products are driving significant growth for clients and helping them on their business transformation journeys. I am honoured to take on this role and look forward to working with the amazing team at Huge to help our clients win in the digital economy."

Founded in 1999, Huge is owned by IPG and employs more than 1,200 people across North America, Europe, Asia, and Latin America.