Mat Baxter – the man behind the Heidi hoax – turns up at Mediacom

Mat Baxter – who abruptly left Naked shortly after its controversial fake video furore – has re-emerged in a new role at the type of agency he used to deride.  

mat-baxter-mediacomBaxter is to be chief strategy officer at media agency MediaCom, reports today’s print edition of AdNews.

Baxter, who was one of the three founding partners at Naked, found himself in the front line after the agency attempted to hoax Australian media with “Heidi”, an actress who pretended to be looking for the man of her dreams who had left his jacket in a cafe.

But shortly after the agency published a list of the journalists it had tricked, Baxter left the Photon-owned company.

According to AdNews, Baxter admitted that he’d previously criticised the big media agency structure. He said: ‘I don’t think that’s a secret and I don’t apologise for it.”

At the time of writing, Baxter wasn’t returning calls.


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