Since Mat Baxter took the reins of Initiative in 2016, the agency has been appointed as global media agency for such leading brands as Amazon, LEGO, Converse, and Carlsberg, and agency ratings company RECMA in 2017 ranked Initiative as no. 1 on its global media agency Success Index. Baxter was a co-founder of Naked Communications and previously served as CEO of UM Australia, which under his leadership became the country’s highest ranked and most awarded media agency and was named Media Agency of the Year a record four consecutive years. Under his leadership, UM Australia became the first Australian agency ever named Global Media Agency of the Year at the Festival of Media Global Awards in Rome. Campaign Magazine named Baxter CEO of the Year. Baxter has served on the board of the International Advertising Association and Media Federation of Australia and as Chairman of the Cannes Young Lions Competition.