Principal of Strategy, data onion-peeler, sailorman
Matt knew he wanted to work in advertising when he grew up when, at age 12, he saw the mood of a room full of family members change based on a TV commercial. He was raised on a farm in Idaho, which naturally taught him the fundamentals of marketing: resourceful problem solving, cultivating growth and assessing the dynamics of an environment to make positive change. Upon graduation from the University of Idaho, he headed to Dallas to work for DDB and from there spent 14 years at the largest independent agency in the country. He’s been a Plot Twister ever since.
Matt has a deep interest in the human condition and actually really likes analytics: Peeling the onion to find the deepest answers. He lives for the chewiest problems, whether helping to shape ideas that connect, media that adds context, or innovation that breaks through. He also has an almost magical ability to turn mountains of data into a one-page brief. This is why creatives like him.
Professional Not-So-Humble Brags:
Matt has been called a Chameleon of Value due to his ability to add insights and growth to the business and the brand beyond advertising. He’s pretty sure it was meant as a compliment. He counts among his success stories the complete turnaround of a national entertainment brand in multiyear decline, developed an entirely new international strategy for a healthcare company of 52,000 employees, and rejuvenated an aging set of automotive aftermarket brands through a leading-edge influencer strategy. He’s also written a lot of briefs that led to creative that won a lot of creative awards. This is why creatives really like him.
Interesting Cocktail Party Tidbits:
Paid his way through college by raising beef cattle, a rather apt calling for a guy with his last name.
Best plot twist (so far):
Three days into a planned year-long RV sojourn with his wife and two kids, they discovered a stowaway, of sorts: His wife was pregnant with their third. They continued on the trip and rolled back into Dallas on two wheels just in time to have their son.