Mat Baxter appointed global CEO of IPG agency Huge

Initiative chairman, and high-profile Australian expat, Mat Baxter has been appointed global CEO of Huge, effective immediately.

Baxter’s move within the Interpublic Group (IPG), comes after almost five years at Initiative, where he became chairman only four months ago, and was previously in the role of global CEO.

Baxter replaces acting CEO Raj Singhal, who has been in the role since Pete Stein departed for Dentsu’s Merkle in October 2020. There is no mentioned of a replacement chairman at Initiative, which Baxter stepped into as a newly created role in March this year.  

New Huge global CEO, Mat Baxter

Baxter said: “I’m thrilled to be joining Huge, and even more thrilled at the chance to work with such a talented team to build the company’s exciting next chapter. And I’ll be particularly focused on finding ways to help accelerate the convergence of our clients’ creative and media efforts in this role.”

Huge has presences in several markets across the globe, including Tokyo, London, Toronto, Bogota, Singapore and several in the United States. Notably Huge does not have any presence in Australia.

Global IPG CEO Philippe Krakowsky said: “Mat is an exceptionally talented strategist, a business builder and a strong leader. At Initiative, he redefined the role media can play for marketers, helping clients drive growth by bringing disruptive and creative ideas to where they can take their brands.

“At Huge, Mat will ensure the agency continues to foster innovation and creativity, with an inclusive culture, that adds to its reputation as one of the world’s leading experience design and marketing companies.”

During Baxter’s time as global CEO at Initiative, the agency was appointed as global media agency for brands including Amazon, Carlsberg, Converse and Lego.

Baxter’s has previously spent five years as CEO for Universal McCann Worldwide, moving from Australia to New York in 2015 to take up the role of  global chief strategy and creative officer at IPG Mediabrands.


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