UM’s Mat Baxter Will Move To New York As Global Strategy And Creative For IPG Mediabrands

UM’s Mat Baxter Will Move To New York As Global Strategy And Creative For IPG Mediabrands
SHARE
THIS



Mat Baxter, the CEO of creative communications agency UM, who won the best place to work with under 100 employees in yesterday’s BRW results, is relocating to New York to take up the position of  global chief strategy and creative officer of IPG Mediabrands.

The move was announced by IPG Mediabrands’ worldwide CEO Henry Tajer. The move will see the UM Australia CEO position to be taken by Ross Raeburn, currently commercial director of IPG Mediabrands Australia.

Ross Raeburn

Ross Raeburn

“Mat Baxter is a unique executive,” said Tajer. “I cannot name a more effective strategic thinker who is so totally focused on driving the best possible results for clients. The fact is that Mat has already positively impacted the performance of our business at the international level and on major clients. His new position in New York is a global platform for his talents and I am looking forward to working with him in our senior management team.”

Tajer added; “In Ross Raeburn we have the ideal leader for the next phase of UM Australia’s industry leadership. We had been waiting to bring Ross into the Australia group in a top leadership position and his new role leading UM is exactly the right match for our client and media partnerships, as well as the skill sets and future evolution of the media industry.”

Before joining IPG Mediabrands in July, Raeburn had been managing director of award-winning digital agency Soap Creative for the past five years. He has worked in digital marketing on the publisher and agency side for 16 years and has built a reputation as an industry-leading digital strategist. Among its many accolades, Soap Creative has been awarded Digital Agency of the Year five years in succession and also named Employer of the Year.

Raeburn said; “It’s an exciting time to be in our industry. Thanks to digital, the opportunities for brands are now infinite. With infinite opportunities, clients need trusted, smart and collaborative partners. The UM team already posses the most essential element, a passion to challenge the norm and dogged determination to create influential connections across all channels. I am looking forward to contributing and spending time with the team and our clients into the future.”

Baxter was appointed CEO of UM Australia five years ago. Under his leadership the agency has won a long list of Agency of the Year awards, doubled in size and attracted blue-chip clients like Coca-Cola, LEGO, News Corporation and ING Direct. Campaign Asia Pacific Magazine named him “Agency Head of the Year” in 2013.

In 2014 UM Australia was named “Global Media Agency of the Year” at the Festival of Media Global as well as “Asia-Pacific Media Agency of the Year” at Festival of Media Asia.

Baxter said of his new, global role; ““This is a dream job for me. IPG Mediabrands is engineering a major transformation right now. A big part of that transformation is about recalibrating our product for the new world of marketing and ensuring we foster a world-class creative culture. I’m hugely excited to be working alongside so many talented people in our network to make sure that happens.”

Latest News

Study: Sydney Swans Still The Most Supported AFL Team, But The Bulldogs The Big Improver
  • Marketing

Study: Sydney Swans Still The Most Supported AFL Team, But The Bulldogs The Big Improver

The Sydney Swans are the most supported team in the AFL boasting 1.174 million fans according to the annual Roy Morgan AFL supporter ladder. However, the 2018 results found that the Sydney team had lost 30,000 fans (2.5 per cent) from this time last year. The Swans’ numbers were almost double that of second placed […]

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.