Matt Batten.
Independent agency AFFINITY has appointed Matt Batten executive creative director.
He is a Cannes Lions-winning creative who has worked on campaigns for Coca-Cola, Microsoft, Xbox, Nurofen, Emirates Airlines, American Express, Heineken and Toyota.
"We recognised we needed a talent of Matt's calibre to match our credentials in data, tech and effectiveness," said AFFINITY chief executive Angela Smith.
“We can tend to be seen as hard-core analytical and therefore not champions of creative, but nothing could be further from the truth.
"To grow our clients' bottom lines you need technical smarts and you need to win hearts, and that demands human creativity."
Smith said Batten was focused on measurable outcomes rather than being precious about where he applied his creativity.
"We couldn't be more excited about our potential now Matt's on board. A Cannes Lion winner and Creative of the Year, Matt is the rare beast we've been looking for," Smith said.
“His conceptual thinking is world-class, and he understands and importantly, knows how to get the most from the entire communications spectrum and funnel. He isn't precious about where he applies his mind; he's focused on measurable outcomes."
Batten said he was attracted to AFFINITY's reputation for effectiveness and appetite for bolder creative work.
"AFFINITY is known for their exhaustive list of Effies over a decade, proving a consistent reputation for delivering value to brands. But what intrigued me most was the team's appetite for a bolder creative approach," he said.
"It's exciting to be part of this new phase for AFFINITY as we build brands through both creative emotional resonance and genuine results driven by innovation, media, data and tech.
“I can't wait to see what we achieve together. Let's add different shaped trophies to that overflowing cabinet of Effies."
Batten has led creative agencies into top-10 market rankings and several client brands to Brand of the Year recognition. His work includes pioneering second-screen innovation for Nine's The Block, developing a Cannes Lions-winning mobile phone cancer-detection project, and leading the digital and social creative for Coca-Cola's "Share a Coke” campaign..
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