Independent media agency Match & Wood has appointed Michael Wretham-Brown as chief digital officer.
Wretham-Brown was one of Match & Wood’s first hires, joining in January 2018 and spending close to seven years helping build the business. He was part of the founding team behind Campfire, which functions as the agency’s organisational memory and single source of truth for media performance, pacing, strategy and historical learning.
In July 2024, he departed Match & Wood as its head of digital and transformation to serve as PHD’s global digital lead. Based in London, he oversaw digital across 36 markets and a network of regional activation hubs spanning EMEA, APAC, Eastern Europe and Latin America.
“What has struck me coming back is how far the team has taken our tech stack, and the calibre of the offering here now,” said Wretham-Brown.
“In a global business it can take years to see the outcome of what you put in place. At an independent, you can see it in weeks or months. That speed, and the chance to build with this team, is what excites me. And beyond that, it’s just brilliant to be back working alongside people that I trust and respect, and to see how the team has grown.”
Match & Wood said the appointment reflects its clear conviction after it spent years building advanced technology, most visibly through Campfire its proprietary intelligence platform, which already sits at the forefront of what technology in media can do.
Lyndelle O’Keefe, CEO and co-founder of Match & Wood said: “Bringing Michael back is a full circle moment for us. We built the architecture behind Campfire years ago, and our team has worked incredibly hard to keep us at the forefront of media technology. But tech alone isn’t the advantage, it’s what the right people do with it. Michael was part of that founding chapter, and what he brings back now is rare: real global, multi-market experience and a genuine builder’s craft. His return says a lot about the kind of agency we’ve set out to be from day one: one that cares deeply about people and craft.”
Wretham-Brown will be based in London, and operate remotely as on the Australian business but travelling to Australia regularly throughout the year.
