Independent media agency Match & Wood has announced the appointment of Liam Loan-Lack in the newly-created role of Chief Commercial & Strategy Officer.
Loan-Lack, who will be based in Perth, will both oversee Match & Wood’s operations in WA, and be responsible for driving strategic growth nationally through the creation of new agency products, elevating client relationships, and helping deliver tangible commercial outcomes for clients.
Loan-Lack brings a wealth of experience to the role, having held senior positions both in agency at Interpublic Group across the UK, US and Australia, along with client-side roles, including the CMO remit at My Muscle Chef and most recently as chief commercial officer for Australia’s second largest stockbroker, CMC Markets.
Throughout his career, Loan-Lack is renowned for relentlessly linking marketing with commercial outcomes and he has a passion for greater professionalisation of the marketing industry as the way to achieve best-in-class work. To that end, his impressive background has seen him win 4 x Global Effie Awards for integrated client work and he is an Australian Marketing Institute accredited CPM – the preeminent professional benchmark for marketers in the Asia-Pacific region.
“My decision to step back into the consulting/agency part of our industry has been intentional as I believe there remains tremendous opportunity to deliver game-changing work for clients,” Loan-Lack shared. “The office of the CMO has never been more under scrutiny and I know I can bring my unique perspective of both sides of the fence to bear, not just helping CMOs remove any confusion around the incrementality of their media investments, but also empowering brand leaders to educate broader C-suite stakeholders on holistic marketing effectiveness.”
Loan-Lack will report directly to the agency’s CEO and COO, Lyndelle O’Keefe and Chris O’Keefe.
“Having worked extensively with both Lyndelle and Chris previously, I know the strength of the Match & Wood product. I am excited to join a business with such a strong foundation and a unique opportunity to scale its impact for clients on both the East and West coasts. Together, we will cut through the noise and deliver an incisive POV on what will and won’t drive outcomes for our clients, without any fluff,” said Loan-Lack.
Lyndelle O’Keefe, CEO at Match & Wood, commented on Loan-Lack’s appointment. “We have a long history with Liam and couldn’t be more excited to be working together again. His extensive client-side experience, deep understanding of commercial strategy, and his passion for sustainable growth align perfectly with Match & Wood’s vision,” said O’Keefe.
“He brings fantastic energy and a unique skillset and perspective that will undoubtedly elevate our agency’s capabilities and help deliver even greater impact for our clients.”
