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IPG Mediabrands names new global chief strategy and creative officer

IPG Mediabrands’ has appointed UM Australia CEO Mat Baxter as global chief strategy and creative officer of IPG Mediabrands.The appointment will see Baxter relocating to New York.

Baxter (pictured) was appointed CEO of UM Australia five years ago. Under his leadership the doubled in size and attracted blue-chip clients such as Coca-Cola, LEGO, News Corporation and ING Direct.

Baxter said : “This is a dream job for me. IPG Mediabrands is engineering a major transformation right now. A big part of that transformation is about recalibrating our product for the new world of marketing and ensuring we foster a world-class creative culture. I’m hugely excited to be working alongside so many talented people in our network to make sure that happens.”

The UM Australia CEO position will now be taken on by Ross Raeburn, currently commercial director of IPG Mediabrands Australia. Before joining IPG Mediabrands in July, Raeburn was managing director of digital agency Soap Creative for the past five years.

Raeburn said: “Thanks to digital, the opportunities for brands are now infinite. With infinite opportunities, clients need trusted, smart and collaborative partners. The UM team already posses the most essential element, a passion to challenge the norm and dogged determination to create influential connections across all channels.”


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