Matt is a Group Creative Director (writer) with about 17 years of experience. He recently joined Dentsu Creative after creatively leading KitchenAid at Whirlpool's in-house creative agency, WoW Studios. Matt finds talking about himself in third-person weird, so I'll switch to first person.

Having been a creative since Rihanna nonchalantly sang about umbrellas, I've been lucky to work on some of the world's biggest brands and get a couple of polite claps at shows including the ANDYs, Cannes, One Show, D&AD, ADC, the Webbys, and Clios for clients including KitchenAid, Verizon, Bud Light, Volkswagen, Cars.com, and a couple of others. Did someone say Photon Group Australia 2008 Small Budget Campaign of the Year? 💅

I think advertising isn't dead, it just needs to not show up like advertising. I think the best creative is data-informed, not data-led. I think the best work happens when your client is a partner in crime. I think the last statement depends on the crime. I think repetition that breaks the fourth wall in a self-bio minifesto can make you smile. Yes, you, you gorgeous piece of crumpet. I don't like when people say they're in it to win, but show they're in it not to lose. I don't like pessimism. I don't like cucumber in any format and will not be taking any questions. I do like working with deranged optimists. I do like taking stupid to 11. And I really like that feeling when you sell an insane idea and then panic because a producer hasn't been assigned yet. I'm sure there's a German word for it.