Matt Batten has been appointed executive creative director at independent agency AFFINITY, marking a strategic move to elevate its creative capabilities alongside its established strengths in data, technology and effectiveness.
Batten brings over two decades of global experience across integrated campaigns, digital, CRM, experiential, and tech-led innovation. His portfolio includes work for Coca-Cola, Microsoft, Xbox, Emirates, American Express, Heineken, Nurofen and Toyota.
“We recognised we needed a talent of Matt’s calibre to match our credentials in data, tech and effectiveness,” said Angela Smith, CEO, AFFINITY. “To grow our clients’ bottom lines you need technical smarts and you need to win hearts, and that demands human creativity.”
Batten has won over 150 international awards, including Creative of the Year and Power 30 accolades. He has led agencies into top-10 market rankings and helped brands earn Brand of the Year recognition. AFFINITY has been ranked Australia’s most effective independent agency on the Global Effie Index and has taken home more than 70 effectiveness awards worldwide.
“AFFINITY is known for their exhaustive list of Effies over a decade, proving a consistent reputation for delivering value to brands.” said Batten. “But what intrigued me most was the team’s appetite for a bolder creative approach. It’s exciting to be part of this new phase for AFFINITY as we build brands through both creative emotional resonance and genuine results driven by innovation, media, data and tech.”
Creative credentials and key campaigns
• Led real-time product placement for Freedom during live broadcasts of The Block, driving instant e-commerce results.
• Helped develop a Cannes Lions-winning cancer detection innovation using mobile phone behaviour, which reached 69 million people and was credited with saving a baby’s life.
• Drove the Nurofen × CareFlight campaign, which reached 22.7 million TV viewers and 3.86 million Facebook users with a frequency of 7.6×.
• Relaunched Wattyl with a gamified TVC generating 6.5 million views and four times average CTRs.
• Built a content platform for Nulon motor oils resulting in 12.5 million views and a 54 per cent sales lift.
• Led digital and social creative for the original “Share a Coke” campaign, rolled out in over 70 markets.
Smith added, “(Matt’s) conceptual thinking is world-class, and he understands and importantly, knows how to get the most from, the entire communications spectrum and funnel.”
Based in Sydney, AFFINITY comprises advisory, brand, CX, CRM, data and media services. It positions itself as a growth accelerator, diagnosing and unlocking business potential for clients through a structured system of effectiveness and creativity.
Top image: Matt Batten