• by Fern Siegel , May 22, 2023

U.K. creative agency SEEN Connects is expanding to the U.S.

Matthew Wurst is the new managing director of Connects, the U.S. extension of the digital agency based in London.

Wurst is charged with growing its presence in North America.

Founded in 2016, SEEN Connects focuses on digital-first work, from web3 to experiential and paid media. Its client work has included Nike, Panasonic, lululemon and Monday.com.

“We’re at a pivotal moment in marketing, with more technology, tools and platforms than ever, coupled with an influx of competing voices from brands, creators and consumers. It can be overwhelming," said Wurst. "Agencies are best positioned to organize, lead and connect through all this noise.

"Connects has the creative foundation to drive impact from influence, outcomes from output,” he added.

Sedge Beswick, SEEN Connects founder-CEO, touted Wurst’s passion for the industry as a key element in his hire. “He brings a proven ability to drive and push our clients into the next phase of marketing, the phase they don’t even know they need yet.”

A 20-year marketing-agency veteran, Wurst previously served as Chief Marketing Office at Mint, a white-label Web3 platform that partnered with the NBA, Anheuser Busch and Porsche, among other brands.

Before Mint, Wurst was global client vice president at Jellyfish, managing director at Revelation, and spent 10 years as GM at 360i, leading social and digital partnerships for brands such as Coca-Cola, Estee Lauder and NBCU.