On the back of continued new business including AGL Energy, Australian Unity and the University of Melbourne, McCann Melbourne has appointed Matt Lawson to the role of creative director of the Melbourne office, working with ECD Pat Baron.
Lawson has earned a reputation as one of the industry’s brightest lights, winning AWARD Creative of the year for 2015 whilst at Colenso BBDO. During a career that also includes stints at George Patterson Y&R Melbourne and BWM Sydney, Lawson’s groundbreaking work has seen him awarded at every major award show with campaigns for local and international brands.
At Cannes 2012 Lawson was the most awarded Australian copywriter, placing him 9th on the Cannes Global Ranking. More recently, the 2014 The Big Won Report tallied his position as the 14th most awarded copywriter worldwide.
His ‘Mobile Medic’ campaign for Defence Force Recruiting won Idea of the year for the global Y&R network, along with over 70 other international accolades including four Gold lions, a Silver, and Bronze in the coveted Titanium and Integrated category.
Lawson’s first television commercial, the Telstra ‘Rabbits’ ad, was voted Australia’s favourite ad in The Age newspaper, and was ranked No. 2 in Campaign Brief’s Ads of the decade. Recent work for Pedigree has picked up two Grands Prix, plus a Wood, Graphite, Yellow and Black pencil at D&AD.
During his time at Colenso, Matt also helped create the first commercially available biofuel made from beer waste – Brewtroleum. His work helped Colenso win Campaign Brief NZ agency of the year.
At McCann, Lawson will work across the agency’s clients, including L’Oreal, AGL Energy, WorkSafe and the Victorian Responsible Gambling Foundation.
McCann managing director Adrian Mills said: “Matt Lawson is one of the rarest talents I’ve ever worked with. He’s an inventor, and entertainer and a brilliant strategic creative.”
McCann ECD Pat Baron said: “Matt’s record is extraordinary. His work has an effortless charm and we can’t wait to see what he can do for our clients.”
Lawson said: “I’ve been looking for an opportunity to work with Millsy since I worked with Millsy. And Pat I’ve respected for a long time and liked immediately. They share an intense passion for ideas and are leading a really interesting agency. I’m very happy to be involved.”
McCann is currently the top-ranked Australian agency in the WARC Top 100 and recently took home two Cannes Lions for its Infrequent Flyers campaign for Tigerair.