Mat Baxter steps down as global CEO at Huge
Australian advertising veteran Mat Baxter has stepped down as the global CEO of Interpublic Group (IPG) design and digital experience agency Huge.
He will be replaced by Lisa De Bonis, who joined the agency as chief experience officer in 2021, after a three-year stint at Accenture Interactive (now Accenture Song).
Mat Baxter joined Huge as CEO in June 2021
“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.
In Baxter’s two-and-a-half-year tenure as CEO, he oversaw a global restructure that saw Huge do away with all but one of its global offices in favour of a remote working model.
In February 2023, the agency launched into the Australian market under the leadership of managing director Ben Skelsey.
Six months later, Mumbrella reported that Baxter had returned to Australia, continuing to lead Huge globally from his Sydney base.
Lisa De Bonis will take over as CEO for the IPG agency
IPG CEO Philippe Krakowsky commented: “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.
“Mat has been an important part of IPG for over 14 years, leading a range of organizations, people and capabilities with a great strategic brain and a big heart, and we’re thankful for his contributions.”
De Bonis added: “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. 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.”
So in English, what exactly does Huge do?
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