Ogilvy PR’s Matthew Evans is not scared of going after what he wants—that is why this trailblazer has joined the elite group of B&T 30 Under 30 Award winners.
His career was ignited—coincidentally—by a guest lecturer from Ogilvy PR. His discussion around the work Ogilvy did for Xbox not only reframed Evans’ mindset on PR, but it sparked an interest which led to his now stellar career.
B&T sat down with Evans to talk about his incredible journey and how winning the award has reinforced his perception that “the most impactful opportunities are created by putting your hand up”
B&T: What’s happened in your career since being recognised as part of B&T’s 30 Under 30?
Matthew Evans: It’s been a huge year. I’ve stepped up to lead Xbox influencer work and PAX AUS 2025 comms, alongside spearheading impactful earned-first projects for Atlassian that creatively challenged me.
However, the most meaningful development has been my deep investment back into the industry, returning to Macquarie University, five years after graduating from there, to guest lecture and provide crucial industry feedback. This “full circle moment” really hit me—I was once the student chasing opportunities from guest lecturers, and now I’m helping shape the next wave of communicators, a realisation amplified by the 30 Under 30 recognition itself.
B&T: What are your career ambitions? Has this changed after being recognised this year?
Evans: I want to work where creativity, culture, and strategy converge, building earned-first ideas that naturally stretch across social, paid, and experiential channels to genuinely shift perceptions and create positive impact.
Whether that’s bringing the joy of gaming or fostering meaningful work for distributed teams, I’m driven by initiatives that influence how people think, feel, and connect.
While 30 Under 30 didn’t change these ambitions, it expanded them, providing the confidence to trust my instincts, speak up, and proactively seize leadership opportunities, reinforcing that the most impactful opportunities are created by putting your hand up.
Enter B&T’s 30 Under 30. After all, there is no time like the present!
B&T: What trends/ opportunities are exciting you in the industry?
Evans: Gaming’s emergence as a mainstream cultural force is incredibly exciting. It is no longer a niche hobby, and it is influencing food, fashion, travel and entertainment to name a few. We are seeing more brands tap into gaming IP and creativity to stay relevant while recognising that the audience is social, community-driven, and home to some of the most influential creators in the world. That shift is opening the door for some really culture rich and creative work.
I am equally compelled by how the lines between earned, creator, social and content are blurring. Creators are becoming full media channels, PR is becoming a strategic engine behind brand storytelling, and cultural relevance has become the new metric of success. For people who love ideas that earn attention, not buy it, this is a very exciting time to be in the industry.
B&T: Why did you choose to enter this year’s 30 Under 30?
Evans: I am incredibly grateful to work alongside some of the best in the business at Ogilvy PR who push me to be better every day and when my MD and line manager encouraged me to apply, I was all in.
So, for me, entering was about backing myself. I have always pushed to be involved in standout work, but I never really stopped to reflect on my own journey. I started my career because of a chance encounter in a lecture theatre, graduated into lockdown, worked my way up chasing projects I am passionate about, and now get to lead work for brands I grew up admiring.
I also wanted to be part of the community that 30 Under 30 builds. Some of the most inspiring people in our industry are recognised by B&T with different awards and being able to connect with peers who care deeply about where the industry is headed was a big motivator. I feel grateful to be a part of it.
B&T: What advice would you give to other emerging leaders in the industry?
Evans: First, never wait to be asked. If you have ideas, energy, and curiosity, put your hand up and get involved; some of the most impactful projects I have worked on have emerged from initially messy thoughts.
Second, prioritise building genuine relationships. Many of my best opportunities stemmed from authentic connections forged over coffee, shared challenges, or simply pushing past discomfort to say hi. PR is a deeply human industry, and empathy, curiosity, and vulnerability will always be more valuable than any tactic or tool.
B&T: You’ve stated that a random uni guest lecture led to your first internship and therefore into your now career. Who was the guest lecturer and how did he/she motivate you to the point of getting an internship?
Evans: The guest lecturer was Luke McClelland, a director at Ogilvy PR at the time, who came in to speak about some of the awesome and mindset changing Xbox work his team had produced. These were earned-first cultural ideas that completely reframed what I thought PR was and being passionate about the gaming industry, they really grabbed my attention.
My immediate follow-up—staying after class to ask questions and connect on LinkedIn—directly led to my first internship and subsequently my entire career, a genuine “sliding doors” moment. What feels truly surreal is experiencing this from the other side: returning this year as a guest lecturer at Macquarie University, and hearing from students how I’ve shifted their perspectives and encouraged them towards internships.
In a full circle moment, it is a wild feeling to think I might be that spark for someone else, and those feelings mean far more than any accolade.
Do these ambition career moves sound like you? Enter B&T’s 30 Under 30 Awards now!
