Mat Baxter.

Global Chief Executive Officer

Mat is the visionary of Huge’s recent transformation and reinvention. Since joining Huge in June 2021, he has worked to deploy our creative problem-solving capabilities to address clients’ thorniest business challenges. Along with Huge’s executive leadership team, Mat is leading a multi-dimensional change programme, with a mandate to rethink our entire operating model. He is a champion of deploying data in the service of growth — without losing sight of the secret sauce that has made Huge the global force that it is: fearless creativity.

Before joining Huge, Mat served as Chairman of Initiative, which followed five years as Global CEO. During his tenure, Initiative evolved into one of the most powerful media agencies in the world, serving brands including Amazon, LEGO, Converse, and Carlsberg. Under Mat’s leadership, RECMA ranked Initiative as the world’s fastest growing media agency for four consecutive years.

Previously, Mat co-founded Naked Communications and also served as CEO of UM Australia. Under his leadership, UM became the country’s highest-ranked and most awarded media agency, being named Australia’s Media Agency of the Year a record four consecutive years. The agency was also named Global Media Agency of the Year at the Festival of Media Global Awards, the first time an Australian agency had received the honour.

Mat has been named CEO of the Year by Campaign, and has served as a board member for the International Advertising Association (IAA), Media Federation of Australia (MFA), and as Chairman of the Cannes Young Lions Competition. His thought leadership has been published by Inc. and other leading business publications.

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