Independent agency Five by Five Global has announced the appointment of Matt Batten as the Executive Creative Director of its Sydney business. This significant appointment aligns with the agency's efforts to consolidate its leadership team in Australia.
Batten, who has extensive experience in the industry, joins Five by Five from Momentum Worldwide, where he has been ECD since late 2020. He has also held prior roles at Edge and Wunderman, both in the UK and Australia. His arrival is a strategic move by Five by Five, which also sees Stacia Grooby heading up Strategy in the Australian sector.
Matt Lawton, the agency’s Managing Director, elaborated on the decision to appoint Batten, stating, “The brief was to find someone with leadership qualities who has connected a global offering and can see the vast potential to become more widely known in this market. With our strong client relationships, talented team, and the agency’s integrated capabilities, Matt’s experience will help Five by Five expand in Australia.”
Batten himself expressed confidence in his new role and the direction Five by Five is headed. He remarks, “When I met the team, I felt confident in their combined skills to bring an approach that delivers for clients better than other agencies. With already great brands in tech, financial services, gaming and consumer products, and the freedom to operate as a truly independent agency, I look forward to helping Five by Five become a strategic and creative agency people turn to in Australia.”
The collaboration between Batten and Five by Five Global’s offices in Los Angeles and London will extend the indie agency’s offering seamlessly across brand, integrated advertising, digital, experiential, PR, and content. This move is seen as a step to further strengthen the agency's position in various markets.
Five by Five’s client list in Australia includes notable names such as Australian Payments Plus, Red Bull, Lenovo, Intel, and Apex Tools. Meanwhile, in LA and London, the agency works with leading brands such as Activision, Bacardi, Amazon, Epic Games, Crown Estates, and the RNLI.
This new appointment represents a strategic investment in leadership and a commitment to the ongoing growth of Five by Five Global, as the agency continues to pursue innovative approaches to meet the evolving needs of its clients. The collaboration between different regions signifies a coherent and unified vision for the agency, and Batten's experience and expertise are expected to be pivotal in realizing these objectives.