IPG Mediabrands Establishes Global C-Level Strategy/Creative Post

Henry Tajer, who was elevated to IPG Mediabrands worldwide CEO earlier this year, continues to build out his senior management team.

Mat Baxter has been named to the newly created post of Global Chief Strategy & Creative Officer at the group.

Baxter’s appointment follows the recent appointment of John Sintras to the role IPG Mediabrands’ president, global business development and product innovation. Both of the new appointments are New York based, reporting to Tajer.

Like Sintras, Baxter is relocating from Australia, where has most recently served as CEO at IPG’s UM Australia, a post he’s held for nearly five years.

“Mat Baxter is a unique executive,” said Tajer. “I cannot name a more effective strategic thinker who is so totally focused on driving the best possible results for clients.”

Under Baxter’s leadership UM Australia doubled in size and attracted blue-chip clients like Coca-Cola, LEGO, News Corp. and ING Direct.

Baxter said the new role was “a dream job” for him, adding that the company 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.”



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