(marketingmagazine.com.my) – By Malati Siniah
IPG Mediabrands today announced a new regional chief strategy officer joining from the network’s Australian office. Matt Scotton who has had a successful career bridging the gap between creativity and data, will take on the role, based in Singapore, effective 17 October.
Reporting to Leigh Terry, Mediabrands APAC CEO, Matt takes over from Natalie Pidgeon who moves into a part-time role.
When asked of Matt’s involvement in the Malaysian market a representative from the agency told MARKETING, “Scotton will serve to amplify local talent with insights, best practices and strategic thinking, while tapping into his experience working with major international clients.”
Scotton 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 and LEGO. Prior to joining Mediabrands, Scotton held the Communications Director role at Naked Communications.
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 string of wins during the 2015 Mediapalooza in North America, and is being mobilised to drive business growth in this region.
Commenting on the appointment, IPG Mediabrands COO Reg Davidson shared, “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.”
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