Mat Baxter is stepping down as CEO of IPG's creative consultancy Huge, a role he's had since 2021, and returning to Australia from New York.
He is being replaced by Lisa De Bonis, the chief product officer.
"Lisa is the natural successor to continue the transformation of Huge in light of my decision to relocate back to Australia for family reasons," said Baxter.
De Bonis said Huge is purpose-built to help brands solve complex problems through technology and innovation.
"Our people, our work and our new suite of AI-powered products are driving significant growth for clients and helping them on their business transformation journeys," she said.
"I am honored to take on this role and look forward to working with the amazing team at Huge to help our clients win in the digital economy."
Huge opened in Australia almost a year ago.
IPG CEO Philippe Krakowsky said Huge sits at the intersection of technology and creativity, building digital products that drive growth and transformation for marketers.
"Lisa is a digital-first thinker with deep and global experience in digital marketing, consultancy and creativity, who can build on the company’s positioning as a center for innovation that delivers business results," Krakowsky said.
“Mat has been an important part of IPG for over 14 years, leading a range of organisations, people and capabilities with a great strategic brain and a big heart, and we’re thankful for his contributions."
Prior to Huge, De Bonis served as managing director at Accenture Interactive, operating in multiple leadership roles across the UK and Europe. She drove double-digit growth across communications and technology clients, enabled the integration of key acquisitions and launched a new capability to scale experience-driven engagements.
Since the start of her career in Paris and London, De Bonis has helped create and deliver impactful campaigns for international brands such as Orange, Coca-Cola and SABMiller, before co-founding Work Club, which was subsequently acquired by Havas.
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