Mediabrands Taps UM's Baxter As Strategy, Creative Chief

As part of an ongoing reorganization under new CEO Henry Tajer, Interpublic’s Mediabrands unit has created a new role combining strategy and creativity. Mat Baxter joins the Interpublic division as Global Chief Strategy & Creative Officer from Mediabrands unit UM, where he was CEO of UM Australia for the past five years.

Prior to UM, Baxter was Chief Strategy Officer at WPP’s MediaCom Australia and before that he was a Founding Partner and Asia-Pacific CEO of Naked Communications.

While creative titles are not unprecedented inside agency media organizations, they are relatively rare.

Baxter’s appointment comes just weeks after Tajer named  Starcom MediaVest Group vet John Sintras president-global business development and product innovation.

Both of the new appointments are New York based, reporting to Tajer.



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