Matt is a senior performance strategist by day and drummer by night, keeping campaigns in rhythm with data-driven insights that hit the right notes on performance.
When you were 10 years old, what did you want to be when you grew up?
At 10, probably a famous drummer. That was when I finally persuaded my parents to buy me my first kit. The lessons came soon after. I wonder why…
If you had to switch AW teams for one week, which department would you work in?
The dev team, 100%. Development is a not-so-secret passion of mine. It’s problem-solving, creativity, and engineering all in one.
What makes a great brand?
Personification. A great exercise I love is asking clients to describe their brand as a person—what they would wear, how they would speak, what they would do for fun, etc.
People buy products and services, but they support brands and people. Creating a persona that resonates through your marketing and into the mind of the consumer is the difference maker that separates a lasting brand from a collection of logos and colors.
What is your favorite thing about advertising?
Advertising happens at the intersection of creativity and business logic. Although the product or service may remain the same, strategies, creative angles, and sales campaigns are constantly changing and being tested behind the scenes. This always-on mentality means we continually drive ourselves and our campaigns to improve, even if the core product is unchanged.
New ideas, new benchmarks, and the testing required are always happening, allowing creativity to flow in a way that’s supported by real-time business data and decisions.
What inspires you?
Learning, growing, and problem-solving. I try to learn something new every day, even if it’s small. Therefore, anything that provides a challenge or has no obvious answer usually keeps me interested.
Also, people who go out of their way to help others inspire me to use my talents in any way I can to do the same.