Independent agency AFFINITY has announced the appointment of Matt Batten as executive creative director.
A globally experienced, Cannes Lions-winning creative leader, Batten has delivered strategic and creative work across integrated campaigns, digital and innovative tech, content, direct, CRM and experiential for some of the world’s most recognised brands, including Coca-Cola, Microsoft, Xbox, Nurofen, Emirates Airlines, American Express, Heineken and Toyota.
“We recognised we needed a talent of Matt’s calibre to match our credentials in data, tech and effectiveness. We can tend to be seen as hard-core analytical and therefore not champions of creative, but nothing could be further from the truth. To grow our clients’ bottom lines you need technical smarts and you need to win hearts, and that demands human creativity,” said Angela Smith, CEO, AFFINITY.
“We couldn’t be more excited about our potential now Matt’s on board. A Cannes Lion winner and Creative of the Year, Matt is the rare beast we’ve been looking for. His conceptual thinking is world-class, and he understands and importantly, knows how to get the most from, the entire communications spectrum and funnel. He isn’t precious about where he applies his mind; he’s focused on measurable outcomes,” Smith continued.
Batten has been recognised with 150+ international awards, including Creative of the Year and the Power 30. He has led creative agencies into top-10 market rankings, and several client brands to be recognised with Brand of the Year accolades. Known for bringing creative clarity and commercial impact, he embraces collaborative culture and is relentlessly focused on transformational growth—whether launching something new, revitalising an existing brand, or navigating change.
“AFFINITY is known for their exhaustive list of Effies over a decade, proving a consistent reputation for delivering value to brands. But what intrigued me most was the team’s appetite for a bolder creative approach. It’s exciting to be part of this new phase for AFFINITY as we build brands through both creative emotional resonance and genuine results driven by innovation, media, data and tech. I can’t wait to see what we achieve together,” said Batten.
