MBCS taps Poem co-founder Matt Holmes as head of creative strategy and ideation

MBCS has appointed Matt Holmes to lead creative strategy and ideation, part of a wider push to bring media and creative closer together and deliver ideas that cut through clutter and earn attention beyond paid channels.

The hire marks a significant step in the agency’s refreshed creative model, which aims to build more culturally resonant work by aligning strategy, storytelling and media integration from the outset. Holmes will oversee strategy across content, experiential, partnerships, activations and influencer marketing, with a remit to drive talkability and real-world impact.

A co-founder of earned-first creative agency Poem, Holmes brings more than 20 years’ experience in integrated brand work across the UK and Australia. He joins MBCS as it looks to embed earned thinking into the media and creative process from the start – not bolted on at the end.

“In a cluttered market, brands are crying out for ideas that stand out and connect,” said MBCS managing director Harry Preston. “We’re not here to just make content – we’re here to create work that resonates, travels and earns its place in culture. This new structure helps us do just that.”

Holmes said the role was an opportunity to finally close the gap between earned and paid. “The truth is most of the work was briefed in silo, or at best, at the end of the creative and strategy development – and this limited the opportunity to maximise ROI by baking earned into the concept,” he said.

“This is a chance to come at paid, earned and owned from the media side. To already have a seat at the C-suite table on several big brand briefs is enabling MBCS to add real value across our specialisms.”

The creative leadership team has also expanded with the promotion of Andrea Bohorquez and Jack Bavin to head of clients in Sydney and Melbourne respectively.

“Andrea and Jack have been instrumental to our recent success,” said Preston. “Collectively they add huge value, helping us deliver unified thinking across strategy, creative and execution.”