McCann Melbourne promotes Pat Baron to CCO role; Matt Lawson to take executive CD role

Australia – As the agency continues to grow its reputation for innovative forward-thinking work, McCann Australia has promoted Pat Baron (left) to chief creative officer and Matt Lawson (right) to the role of executive creative director of the Melbourne office.

Baron, whose work includes ‘Dumb Ways to Die’ for Metro Train, V/Line ‘Guilt Trips’ and Tigerair’s ‘Infrequent Flyers’, takes the role after another awarded year. The newly appointed CCO is the current ADMA Australian Creative of the Year with Adfest’s 2016 Grand Prix award for MIFF’s ‘Emotional Trailer’.

Lawson, the 2015 AWARD Creative of the Year, has had a similarly fruitful year picking up Grands Prix and Yellow Pencils for his work on Brewtroleum for DB Breweries and Pedigree’s ‘Found’. His promotion to ECD comes with a folio that includes Australia’s much-loved Telstra ‘Rabbits’ commercial, Defence Force Recruiting’s ‘Mobile Medic’ and Pedigree’s ‘K9FM’.

Together Baron and Lawson are two of the industry’s most recognised talents. Combined, they boast 50 Cannes Lions, including 6 Grands Prix and 22 Gold Lions, as well as 20 D&AD Pencils, including a Black Pencil each.

The move comes as the Melbourne agency expands upon its rapidly growing integrated offering. Backed by investment in its now $50m media business, the agency’s data-driven offering has seen it become the most awarded Australian agency at the recent Asian Marketing Effectiveness Awards and 2016 APAC Effie Awards. The agency was also the top ranked Melbourne agency at the Australia Creative Effectiveness Awards.

Says Adrian Mills, MD, McCann: “We’ve been building a business that is rapidly changing the way it works with clients. The success of our model within the broader McCann network has seen Pat’s role in the business evolve, and he’s being called upon to play an even bigger role. To drive the local agency business, we need an ECD to continue to push our offering forward. Matt’s work always has an eye to the future and that makes him the perfect choice as executive creative director to lead the agency.”

Says Baron: “His record aside, Matt’s the kind of guy who can look at a client’s biggest problem and say, ‘that’s not a problem’. Since joining McCann he’s earned the trust and admiration of our clients and everyone in our organisation.”

Says Lawson: “I’ve always felt that we can invent our way out of any problem. Now, with such a clever bunch of innovators, ad scientists, and brilliant clients, I’ve never felt better placed to help create new and useful things that hopefully people love.”

Both appointments are effective immediately.