Before forming Brandthropology, Inc. Matthew served as a global advertising executive in New York and throughout Asia. His thoughts on global brand management were developed while serving in postings in New York, Korea, Japan, China and Singapore, where he worked for global advertising firms FCB, D'Arcy Masius Benton & Bowles, BBDO, and McCann Erickson. Along the way, he helped define and implement marketing strategies for many of the world's most sophisticated multinational marketers, including P&G, Unilever, Gatorade, Exxon, Mars, General Motors, United Distillers, Visa, MasterCard, Goodyear, Philips, McDonald's and Amazon.com.
Among his accomplishments are two Golden Effie Awards, the advertising industry's highest award for effectiveness in advertising. He earned these for his efforts in introducing the Visa Gold Card and Crest for Kids brands. Matt also earned the highest award given by P&G's multinational agency rating system for work he created on behalf of the Always (Whisper) brand in Korea: P&G's "World Class Copy" award. While posted in Japan, he became the youngest member of the Board of Directors at McCann Erickson Tokyo, the second largest agency office in the McCann network. His major clients included General Motors, Goodyear and Exxon.
Matt has conducted primary multi-national research on the subject of consumer behavior, including a 26 market study "From Fish-pail to Retail to e-tail". His insights and experiences have made him a sought-after commentator on branding's impact on consumers in developing countries. You can review his commentary in media outlets such as The Wall Street Journal, CNBC & The South China Morning Post.