Founder + Chief Executive Officer
Ask anyone that’s ever played basketball (or any sport) with Matt and they’ll tell you that he’s driven by a competitive spirit unlike any other. But what really gets him going is the science behind the game. That with every move, pass and shot, there’s something to be learned about the game and its players that can be built on to gain an edge.
Data and statistics were everywhere, and he’d seen similar evaluation methods being applied in the media landscape, but not in the creative world. That’s when he had the Light. Bulb. Moment. Maybe the “experts” don’t really know what they’re talking about.
Matt chose to unlearn everything he knew about advertising and reevaluate the craft as if it had been born today. He had watched the industry build on its flaws for years, and knew there was a better way.
In 2014 he made the leap from working at top creative agencies like BBDO and MRY, and started Decoded with a vision to use data in a more progressive way to help drive creativity. He cherry-picked his team to bring in the best of the best from the creative, strategy and media worlds to surround himself with those who would challenge every marketing convention they’d ever seen. The result was industry shaking. And good thing too, because the industry was in desperate need of a solid shake.
Previously, Matt was the Chief Strategy & Innovation Officer at MRY, where he shaped the vision and service offerings for one of the world’s premier digital and youth marketing agencies. He led digital and social transformation for some of the biggest brands, including Visa, Coca-Cola, Gillette, Volvo, AT&T and Microsoft. Matt is also an advisor and investor to startups in the digital, social and mobile technology space. He leads digital training workshops and is a frequent speaker at conferences on emerging trends.