Former Dentsu Aegis chief strategist Matthew Crook to join Admatic

Four  months after leaving Dentsu Aegis as chief strategy officer and CEO of performance and data, Matthew Crook is joining digital specialist Admatic as managing partner for its Melbourne operations.

Dentsu’s decision to eradicate the roles brought an end to Crook’s tenure with the company, which had spanned more than a decade, including stints as CEO of Amplify and Performance, chief digital officer and managing director for digital at Aegis Pacific.

Michael Ungerboeck, CEO of Admatic, said Crook would spearhead the relaunch of Admatic’s Melbourne operations.

“Matt will be based in Melbourne relaunching our Melbourne operations, supporting our current clients as well as a few more accounts to be announced shortly,” Ungerboeck told Mumbrella.

“As well as being responsible for the Melbourne team Matt will be intimately involved in Admatic’s launch of new products and services as we deepen and expand our vision of a data and creative lead future in programmatic media.

“We’re delighted to have Matt join not only as a senior leader but as a long-term business partner.

“Matt’s experience in the industry, in digital and with ad innovation is without question of the highest calibre, and whilst we’re incredibly proud of what we’ve achieved to date we know we can deliver so much more value to brands.”

Crook also shared his new role with connections on LinkedIn, noting there had been much interest in his next step.

“I have heard some fairly strange rumours circulating – none of which are true but many are seriously amusing,” he wrote.

Crook told Mumbrella he’d had the chance to look at a number of different opportunities but liked the look of what the three-year-old company was doing.

“I’ve had the luxury of four months off to meet many people from every corner of communications. I truly liked everything about Admatic from day one, and even more so after numerous meetings and discussions over the past two months.

“They are focused and have an aligned opinion that data and technology when combined with brilliant people can create great partnerships and demonstrable business advantage for their clients.

“I feel this focus on people, culture, client outcomes and a deep specialisation of digital media will build on Admatic’s tremendous new business run and client delivery.

Crook, who joins in July, was one of the early digital media agency pioneers, having joined Harold Mitchell’s eMitch in 2005.


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