Michael Wretham-Brown returns to Match & Wood in Chief Digital Officer role

Independent media agency Match & Wood has appointed Michael Wretham-Brown as Chief Digital Officer, marking the return of one of its original team members to lead the agency’s digital and technical practice.

Wretham-Brown was one of Match & Wood’s first hires, joining in January 2018 and spending close to seven years helping build the business, including being part of the founding team behind Campfire, which functions as the agency’s organisational memory and single source of truth for media performance, pacing, strategy and historical learning.

Most recently Head of Digital & Transformation at Match & Wood, he left to take on global scale at PHD, part of the Omnicom network, where as Global Digital Lead across accounts spending the last two years orchestrating digital across 36 markets and a network of regional activation hubs spanning EMEA, APAC, Eastern Europe and Latin America.

For Wretham-Brown, the move is a deliberate return to a more nimble operation where he can build directly and see results quickly.

“What has struck me coming back is how far the team has taken our tech stack, and the calibre of the offering here now,” said Wretham-Brown.

“In a global business it can take years to see the outcome of what you put in place. At an independent, you can see it in weeks or months. That speed, and the chance to build with this team, is what excites me. And beyond that, it’s just brilliant to be back working alongside people that I trust and respect, and to see how the team has grown.”

Lyndelle O’Keefe, CEO and co-founder of Match & Wood said the agency has spent years building advanced technology, most visibly through Campfire its proprietary intelligence platform, which sits at the forefront of what technology in media can do. But in a market where sophisticated platforms are increasingly widespread, the agency believes the decisive advantage comes from people as much as it does technology.

“Bringing Michael back is a full circle moment for us,” said O’Keefe. “We built the architecture behind Campfire years ago, and our team has worked incredibly hard to keep us at the forefront of media technology. But tech alone isn’t the advantage, it’s what the right people do with it. Michael was part of that founding chapter, and what he brings back now is rare: real global, multi-market experience and a genuine builder’s craft – and our Perth office and WA clients will once again get direct access to that experience. His return says a lot about the kind of agency we’ve set out to be from day one: one that cares deeply about people and craft.”

Wretham-Brown will be based in London, and operate remotely as Chief Digital Officer of the Australian business, travelling to Australia regularly throughout the year. He will work directly with Group Director, Jodie Allen, and the agency’s Perth team, taking a hands-on role across key WA client accounts.

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