Matt Holmes.
Creative agency MBCS, part of IPG Mediabrands, has appointed Matt Holmes head of creative strategy and ideation.
Holmes, co-founder of Poem, brings more than 20 years of experience across the UK and Australia, specialising in earned-first thinking and integrated brand campaigns.
"Matt brings a way of thinking that benefits a media-born creative business enormously, his approach is creative thinking grounded in influence, storytelling and cultural impact, rather than just channels," said MBCS managing director Harry Preston.
Holmes will lead creative strategy and ideation across content, activations, influencer, experiential and partnerships. His role focuses on bringing media and creative thinking together from the outset of campaigns.
The creative leader said most work is traditionally briefed in silos, which limits opportunities to maximise return on investment by incorporating earned thinking into concepts.
"This role is an opportunity to be taking paid, earned and owned thinking and coming at it from the media side," Holmes said.
Preston said the appointment supports MBCS's aim to create work that stands out in a cluttered market.
"We're not here to just make content - we're here to create work that resonates, travels, and earns its place in culture," he said.
MBCS has also promoted Andrea Bohorquez and Jack Bavin to head of clients roles in Sydney and Melbourne respectively.
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