IPG appoints new regional chief strategy head

IPG Mediabrands has appointed Matt Scotton as regional chief strategy officer from the network’s Australian office. He takes over from Natalie Pidgeon who moves into a part-time role.

Scotton, who has had a successful career bridging the gap between creativity and data, will report to Leigh Terry, Mediabrands, APAC CEO. He will take on the role effective 17 October, based in Singapore.

Scotton previously held the position as national strategy director for UM working with some of Australia’s most well-known brands namely LION, Coca-Cola, Optus, Virgin Mobile, NSW Government, LEGO, Johnson and Johnson, ING Direct, News Limited and H&M.

Scotton’s experience in data and analytics will see him champion the Business Analytics Engine (BAE) programme in APAC. A proprietary process specific to Mediabrands’ agency UM, BAE is used for analysing and optimising campaigns in real-time. It is also being mobilised to drive business growth in this region.

Prior to joining Mediabrands, Scotton was a communications director at Naked Communications. He worked across creative and media teams, developing holistic brand strategies. Scotton's work for the Art Series Hotels ‘Steal Banksie’ campaign also won a Gold Cannes Lion.

IPG Mediabrands COO, Reg Davidson said, “We are delighted to have Matt join our regional team. He has successfully built integrated client solutions in Australia and we see him as a key addition to our regional team. He is from the new breed of integrated strategists.”