Published on: September 17, 2026
WPP Media has elevated Matt Scotton to the newly established position of Chief Innovation Officer, as the media agency looks to strengthen its innovation capabilities and identify new avenues for client growth in a rapidly changing industry.
In his new role, Scotton will oversee WPP Media’s client innovation agenda, bringing together media, technology, data and artificial intelligence to develop new opportunities and address evolving business challenges. He will work across the agency’s specialist capabilities to connect innovation initiatives with the priorities of clients and their businesses.
Scotton will also spearhead innovation programmes and contribute to the development of future-focused capabilities, partnerships and initiatives aimed at creating long-term competitive advantages for WPP Media and its clients.
Before taking on the new position, Scotton served as Chief Product Officer at WPP Media agency brand EssenceMediacom. During his tenure, his leadership contributed to EssenceMediacom becoming the #2 most awarded agency in Australia and ranking #1 in RECMA.
The new appointment will see Scotton collaborate across the wider WPP Media group to combine its expertise in media, technology and data with emerging AI capabilities and partner ecosystems.
Aimee Buchanan, WPP Media ANZ CEO, says: “Innovation matters when it solves a real problem or creates a meaningful new opportunity. It needs to go beyond trend-watching and into practical application. This role reflects the importance that we place on innovation as a growth engine for our clients. 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.”
Matt Scotton says: “The pace of media, tech, and consumer change is only accelerating. The opportunity is turning that shift into new routes to market and growth for clients. Magic happens when our most creative people are paired with emerging tech and partner opportunities to build entirely new brand experiences. With world-class talent, partnerships, and technology across WPP Media, we are building an ambitious innovation culture that sets us apart.”
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