WPP Media appoints Matt Scotton chief innovation officer

WPP Media has promoted Matt Scotton to the newly created role of chief innovation officer, tasking him with leading its client innovation agenda across media, technology, data and AI.

Scotton previously served as chief product officer at WPP Media agency EssenceMediacom. The company said his leadership helped the agency become the second-most awarded in Australia and secure the top Australian ranking from RECMA.

New client innovation brief

In the expanded role, Scotton will work across WPP Media’s specialist capabilities to connect emerging technology and changing consumer behaviour with clients’ business challenges.

He will also lead innovation programs and help develop new capabilities, partnerships and initiatives intended to create long-term competitive advantages for clients.

WPP Media ANZ chief executive Aimee Buchanan said: “Innovation matters when it solves a real problem or creates a meaningful new opportunity. It needs to go beyond trend-watching and into practical application. This role reflects the importance that we place on innovation as a growth engine for our clients. Matt combines strategic thinking, with a practical approach to implementation and will connect the depth of WPP Media’s capabilities, partnerships and technology with our team’s strategic brilliance to drive limitless growth.”

Turning change into client growth

Scotton said the role would focus on translating shifts across media and technology into commercial opportunities.

“The pace of media, tech, and consumer change is only accelerating. The opportunity is turning that shift into new routes to market and growth for clients. Magic happens when our most creative people pair emerging tech with partner opportunities to build entirely new brand experiences. With world-class talent, partnerships, and technology across WPP Media, we are building an ambitious innovation culture that sets us apart.”

WPP Media is WPP’s global media business and operates across media investment, data, technology and strategic consulting.