Matthew Charlton
Worldwide President
Matthew joined Modernista! in January 2008 to lead our Amsterdam office and was made our Worldwide President in December 2009. He was educated at England's Norwich School, where he launched his first controversial ad campaign by plastering the school with "Never Mind the Bollocks/Here's the Sex Pistols" posters as chairman of the music society. (Resulting in record attendance and much consternation from masters.) He played guitar, formed a band, made some records, and failed to be famous. Then he switched to his other love, advertising and marketing, obtaining a degree in Marketing and a postgraduate degree in CRM. He began his career with the CRM agency Rapp Collins London before leaving for the advertising agency BBH in London, where he was a member of the Board of Directors. While at BBH, he led the Johnnie Walker business and was eventually responsible for it worldwide, including the United States. Other BBH accounts that he ran included the global Sony Ericsson business and the Unilever Surf/All business in the United States. While at BBH he was lucky enough to lead brands to many creative, planning, and media awards. Matthew left BBH to become Managing Director of TBWA London, where he oversaw a portfolio of clients that included Adidas, Absolut, and Mars. He was also the International Managing Director for Sony PlayStation across Europe and Asia, leading the repositioning of the brand against the threat of Wii and unlocking the value of the PS3 experience.
Posts
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What’s In a Great Planner
Great planners can take a client’s business apart, then put it all back together again, except in a new way that makes it better. Any old fool can take someone’s business apart, but very few can put it back together…
- posted January 27, 2010 - no responses -
What’s In a Great Account Director
Great account directors operate at the very heart of the agency and the very heart of the client. At the same time. They find ways to harmonize both agendas without compromising either. And they gain the trust of others to…
- posted January 26, 2010 - one response -
Let’s Get Some More Concentration
There is a massive difference between being successful and being a true hero. Last night a black tour bus pulled up outside the Paradise club in Boston. In it was Johnny Marr, currently playing with the Cribs. Context: Here is…
- posted January 19, 2010 - no responses -
Lightning McQuiche
One of the greatest books on how to be good at what you do is called Simply Brilliant: The Competitive Advantage of Common Sense by Fergus O’Connell. I read it years ago and it changed they way I looked at my…
- posted January 7, 2010 - no responses -
TV Advertising is Staying Alive, Staying Alive
I must have met and interviewed over 100 new people in the last year, and it struck me today that the conversation with all of them, in some form or other, has been about whether TV advertising is dead or…
- posted January 6, 2010 - one response -
Reality Doesn’t Make It Through to the Next Round
For a lot of people, the rise and rise of reality-based entertainment helped define the most popular media experiences of the last decade. The phenomenon is beginning to seep into culture in ways we are only just beginning to notice.…
- posted January 4, 2010 - no responses -
Get Shirty About Big Ideas
I Googled the following and these are the results:
“Big Ideas” = 2,580,000 matches
“Small Ideas” = 77,400 matches
“Tiny Ideas” = 2040 matches
“Minuscule Ideas” = 351 matches
Seems like the whole world is talking about big ideas, but wouldn’t you expect the usual…
- posted March 27, 2009 - one response
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