Culture-first media network and agency noisy has appointed Matt Holmes as Brand Partnerships Director.
Holmes joins the business to lead growth in brand partnerships, working with brands, creative, and PR agency partners to unlock cultural opportunities across music, entertainment, creators, events, and live experiences.
The newly created role will also draw on Holmes’ experience across earned-first strategy, integrated campaigns, experiential ideation and storytelling.
Holmes’ past experiences
Holmes brings more than 20 years of experience across the UK and Australia.
He is the co-founder of independent agency Poem and joins noisy from IPG Mediabrands’ creative arm MBCS, where he was Head of Strategy and Ideation.
In the role, Holmes will work closely with brand managers, marketing directors, heads of communications and CMOs, as noisy expands its offer across strategy, creative, talent, partnerships, production and media.
Holmes on joining noisy
Holmes said the move comes at a time when brands are looking for a deeper cultural connection.
“In a world increasingly shaped by AI, algorithm addiction, isolation, and a growing demand for real-world experiences, it feels incredibly energising to join a fast-growing fresh independent business focused on literal human connection,” Holmes said.
“Too many brands are chasing culture rather than genuinely contributing to it.
“noisy stands out because it authentically connects brands with music, food, entertainment, creators, and audiences in ways that actually matter, and people feel.”
Holmes said the team was a key reason behind the move.
“What really drew me in was the team – a nimble, entrepreneurial group already delivering impactful work in culture across multiple disciplines.
“It’s a fantastic opportunity to lead growing noisy’s direct brand relationships, ideate and deliver campaigns alongside brands, artists, venues, and creators.”
noisy on the hire
Harry Wilson, Managing Director of noisy, said Holmes brings a rare mix of agency, strategy and partnership experience.
“He understands the challenges brands are facing right now – particularly the need to move beyond transactional campaigns and build genuine cultural relevance.
“As noisy continues to grow, having someone with Matt’s experience leading direct brand and agency partnerships will be hugely valuable for both our clients and the future direction of the business.”
Holmes’ appointment follows several growth milestones for noisy, including new partnerships with Mixmag ANZ and Maple Social Club.
The agency has also worked with brands including Red Bull, Tinder, Uber, McDonald’s, Coca-Cola, Espolon, Canadian Club, Smirnoff and UP&GO.
Top image: Matt Holmes