What you need to know:

• Australian ex-pat Mat Baxter has joined IPG's digital transformation business Huge as Global CEO.
• Formerly leading IPG Mediabrands' agency Initiative, Baxter will now lead 1,200 people across a dozen markets.

IPG has appointed Mat Baxter as Global Chief Executive Officer of Huge, the holding group's global experience and digital transformation agency.

Since March 2021, Baxter has served as Chairman of IPG’s Initiative and before that role, led the media agency for five years as Global CEO.

Huge also has advertising and creative, branding, communications planning, content marketing, and e-commerce capabilities alongside digital transformation and CX services.

In this new role, Baxter will lead an organization of more than 1,200 people across a dozen markets and build on Huge’s strengths.

“I’m thrilled to be joining Huge, and even more thrilled at the chance to work with such a talented team to build the company’s exciting next chapter," Baxter said.

"And I’ll be particularly focused on finding ways to help accelerate the convergence of our clients’ creative and media efforts in this role.”

During his time leading Initiative, the agency was appointed as global media agency for leading brands like Amazon, LEGO, Converse, and Carlsberg, and won many industry awards, including numerous Agency of the Year titles.