Executive creative director Matt Batten will join leading integrated content agency Edge in August 2016.
Currently in London, Batten will move back to his homeland Australia to take up the position. Highly regarded for his 360o approach to creative, Matt brings over 15 years’ experience to his new role at Edge.
Previously, he was National ECD at Wunderman Australia, where he oversaw dynamic growth of the agency, won over 70 awards and led Wunderman Australia to win Digital Agency of the Year in APAC. During this time, Batten was also listed in Creative Magazine’s ‘Power 20’, was named ‘Digital Creative of the Year’ in APAC, and nominated for ‘Marketer of the Year’.
After transferring to Wunderman UK, he helped that agency win more creative awards in 2014 than in the previous four years combined, and ﬁnish as a ﬁnalist for UK Customer Engagement Agency of the Year. He was foreman of 2015 D&AD jury and has been a Cannes Lions juror. Prior to working for Wunderman, Batten worked for top agencies such as BMF and Saatchi & Saatchi. His creative work has covered many major brands including Coca-Cola, Microsoft and Shell.
Most recently, Batten worked for Valtech in the UK, a premium international consultancy that connects digital platforms, data, technology and content for brands including Bupa, Audi, Qantas and BBC. In this role, he expanded the agency’s renowned lean and agile methodology to include ideation and creative output, for developing better ideas faster.
In his new role Batten will work across Edge’s Sydney and Melbourne ofﬁces on accounts including: Volkswagen, AAMI, Suncorp, Petbarn, Lendlease, Australia Post, Australian Unity, Australian Super, Nulon and Aussie Home Loans.
Batten said of his new role: “I am excited to join Edge. They genuinely understand the value of great creative work and the opportunities offered by multi-channel thinking – opportunities for brands and for the work. It’s great to partner with a management team who don’t merely pay lip service to creativity – it means we can devote our energies to getting the best work out the door and none of us will hold each other back.
“I hope to bring to Edge my broad creative experience across channels and disciplines – from CRM to ﬁlm, print to tech – to push the agency’s work and capabilities further. My last three and a half years working in the UK has also provided new perspectives, different approaches, and global and regional thinking that can be leveraged in the Australian market.”
Richard Parker, Edge managing partner and strategy Director said of Batten’s appointment: “Content marketing has transcended its humble origins where companies experimented with poorly funded blogs run by some guy in the basement. Over the past few years, content thinking has crossed silos and disciplines, and now operates at every stage in the customer lifecycle, from broad brand awareness through to customer comms and advocacy.
“Content marketing in 2016 is front and centre to a successful brand strategy, and requires the creative ﬁrepower to match. Matt brings the talent, experience and drive to elevate Edge’s creative output and deliver content that builds brands, changes customer behaviour, and delivers results for our clients.