Matt Scotton moves from Australia to regional chief strategy officer role at IPG Mediabrands

Matt Scotton is to take up the regional chief strategy officer role at IPG Mediabrands, based in Singapore. He is moving from the network’s Australian office and takes over from Natalie Pidgeon who moves into a part-time role.

Scotton (left) previously held the position as National Strategy Director for UM working with some of Australia’s most well-known brands namely LION, Coca-Cola, Optus, Virgin Mobile, NSW Government, LEGO, Johnson and Johnson, ING Direct, News Limited and H&M. Prior to joining Mediabrands, Scotton was a Communications Director at Naked Communications. Scotton worked across creative and media teams, developing holistic brand strategies. His work for the Art Series Hotels ‘Steal Banksie’ campaign won a Gold Cannes Lion.

Commenting on the appointment, IPG Mediabrands COO Reg Davidson said, “We are delighted to have Matt join our regional team. He has successfully built integrated client solutions in Australia and we see him as a key addition to our regional team. He is from the new breed of integrated strategists.”

Scotton’s experience in data and analytics will see him champion the Business Analytics Engine (BAE) programme in APAC. A proprietary process specific to Mediabrands’ agency UM, is used for analysing and optimising campaigns in real-time. It was credited with a spate of wins during the 2015 Mediapalooza in North America, and is being mobilised to drive business growth in this region.

Scotton says, “I am excited to continue my career with a dynamic network in one of the most effervescent business regions. In my new role I hope to super-charge the network’s performance, with a focus on real-time responsive marketing and innovation.”

He will report to Leigh Terry, Mediabrands APAC CEO.