Mat Baxter switches from Mediacom to Universal McCann

HenryTajer Mat Baxter

Baxter and Tajer

Mat Baxter has left WPP agency Mediacom after just over a year to become the new boss of Universal McCann.

Baxter, who was given the role of chief strategy officer at Mediacom by CEO Toby Jenner after his ousting from Naked Communications, will take up the reigns at UM on December 1.  

Henry Tajer, currently in the dual role of chairman of Mediabrands – which includes Universal McCann and Initiative – and CEO of UM will take on the chairmanship as a full time role.

Baxter’s appointment to UM follows Tajer appointing Mindshare’s Tracie Michael as CEO of Initiative following the sudden departure of Roger Camplisson

Jenner told Mumbrella that Baxter left with his good wishes because the role was one that he was unable to offer him within Mediacom. Jenner said: “Everybody’s sad but it’s not a disaster.”

Jenner said he would be looking internally and externally for Baxter’s replacement, although he could make more than one appointment because of the agency’s recent business growth.

Tajer said: “Mat’s decision to join UM as CEO is testament to the strength of our vision and a huge endorsement for UM and Mediabrands’ plans for the future.”

Baxter said: “I’m enormously excited about joining UM. UM was one of the few agencies I genuinely feared competing with in my previous roles. They’ve got a hugely impressive track record and an even more impressive client list. They’re undoubtedly Australia’s most creative communications agency. I’m absolutely thrilled to be their new CEO.”


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