Draft:Mat Baxter
Advertising and media executive
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Mat Baxter is an advertising and media executive known for his role as CEO of a design and marketing company, Huge.[1][2]
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Submission declined on 7 December 2025 by Fermiboson (talk).
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Comment: The vast majority of sources appear to be primary interviews which don't contribute to WP:GNG. Fermiboson (talk) 22:17, 7 December 2025 (UTC)
Mat Baxter | |
|---|---|
| Born | Matthew David Baxter |
| Citizenship | Australian |
| Education | Masters |
| Alma mater | Australian Film, Television and Radio School |
| Occupations |
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| Years active | 1998–present |
| Known for |
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Career
Baxter started his media career at Zenith optimedia in 1998 before joining Maxus as a director in 2003.[3] During his career he worked at Naked Communications[4][5], MediaCom Australia,[6] International Advertising Association and UM Australia[7] before moving to New York and being appointed as Global Chief Strategy and Creative Officer at IPG Mediabrands.[8][9]
In 2016, he was appointed CEO of Initiative.[7][10] He served as CEO of the company until 2021, at which point he was promoted to chairman.[11] During his tenure as the CEO, Baxter advocated for agency business model reform and drew industry attention when he called for advertisers to boycott Facebook following privacy scandals in 2018.[12][13]
In 2021, Mat Baxter was appointed Global CEO of Huge.[14][15] He left the position in March 2024.[16] His tenure at the company was the subject of the 2023 book Madison Avenue Makeover: The Transformation of Huge and the Redefinition of the Ad Agency Business by business consultant and author Michael Farmer.[17]
In May 2024, Mathew Baxter was appointed APAC CEO of Mutinex, a marketing platform with offices in Sydney, Melbourne, and New York.[18] By September 2024, Baxter transitioned from his position as CEO to become a Board Advisor for the company.[19][20]
In July 2025, Baxter co-founded a “punk healthcare” startup called TMRW, alongside partners including Today the Brave.[21] In September 2025, Baxter co‑founded SKINGRAPHICA, a skincare brand developed for tattooed skin.[22] The products are marketed to support the care of tattoos, including preparation, protection, and restoration.[23][24]
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