Matt Scotton takes on innovation role at WPP Media

WPP Media has promoted Matt Scotton to chief innovation officer, with a remit to help create growth opportunities for clients in what it described as a rapidly evolving and "highly disrupted" market.

The new role will aim to connect emerging tech with media, while seeking out new growth opportunities.

The former chief product officer at EssenceMediacom will lead WPP Media’s innovation agenda, bringing together media, technology, data and AI to "identify and unlock limitless opportunities for growth and shape the future of advertisers’ businesses and WPP Media."

He will now collaborate across the wider WPP group to connect innovation directly with business challenges.

Aimee Buchanan, WPP Media ANZ CEO, said innovation matters when it solves a real problem or creates a meaningful new opportunity.

"This role reflects the importance that we place on innovation as a growth engine for our clients," Buchanan said in a statement.

"Matt combines strategic thinking, with a practical approach to implementation and will connect the depth of WPP Media’s capabilities, partnerships and technology with our team’s strategic brilliance to drive limitless growth.”

Scotton added that the pace of media, tech, and consumer change was only accelerating.

"Magic happens when our most creative people are paired with emerging tech and partner opportunities to build entirely new brand experiences," he said. 

"With world-class talent, partnerships, and technology across WPP Media, we are building an ambitious innovation culture that sets us apart."