Mat Baxter

Global CEO

Mat serves as the Global CEO of Initiative. Since taking the reins of Initiative in August 2016, Mat has transformed Initiative’s product and structure to help brands take the initiative in culture. In that time, Initiative has been appointed as global media agency for leading brands like Amazon, LEGO, Converse and Carlsberg. In late 2017, Initiative was ranked number 1 in the global media agency “Success Index” by internationally recognized agency ratings company, RECMA. A true veteran of the industry, Mat was a co-founder of Naked Communications and also previously served as CEO of UM Australia. Under his leadership, UM became the country’s highest ranked and most awarded media agency, being named Australia’s “Media Agency of the Year” a record four consecutive years. The agency was also named “Global Media Agency of the Year” at the Festival of Media Global Awards in Rome, Italy, the first time an Australian agency had received this honor. Mat was also named by Campaign Magazine as CEO of the Year. Mat has served as a board member for the International Advertising Association (IAA), Media Federation of Australia (MFA) and as Chairman of the Cannes Young Lions Competition.