TBWA\Sydney completes leadership revamp with Matt Keon as chief creative officer

TBWA\Sydney has appointed Matt Keon as its new chief creative officer, finalising a leadership overhaul that includes managing director Elektra O’Malley and chief strategy officer Michael Hogg. Keon’s appointment is effective immediately.

The move marks a return to agency leadership for Keon, who brings a global pedigree across creative and startup environments. He has held senior roles at BMF, Saatchi & Saatchi Singapore and Fallon London and co-founded UK independent agency 18 Feet & Rising, later selling a stake to Creston Group PLC.

Keon’s work has been recognised with awards including a BAFTA, a Guinness World Record, two Paul Arden Awards and multiple Cannes Lions. Outside advertising, he’s worked in emerging sectors including AI, healthcare and genomics, advising high-growth businesses across the UK and US.

Keon said he was drawn to TBWA’s creative ambition and leadership team. “It has pure creative muscle in its DNA and a world-class leadership team driven by Paul. I am especially excited to be reuniting with Michael Hogg from Fallon, who is a strategic sniper at the top of his game and Elektra O’Malley who has the most insightful and acute understanding of client’s business I have come across.“

O’Malley joined TBWA recently after more than a decade in New York, most recently with Anomaly, while Hogg arrives from Emotive, having also held senior roles at Accenture Song (formerly The Monkeys) and Fallon London.

Paul Bradbury, CEO of TBWA Australia and New Zealand, said Keon’s appointment marks a new chapter for the agency’s Sydney leadership. “Matt is an exceptional creative leader who truly lives at the intersection of creativity, innovation and science. His CV, folio and vision blew us away.”