On a sweltering day at Cannes Lions 2018, and as the initial spring in attendees’ steps down the Croisette fade to a weary trudge, Initiative’s Mat Baxter pictured is in buoyant mood.
He has every right to be. Since taking over as global chief executive of the IPG Mediabrands network in mid-2016, the Australian has transformed an anaemic agency brand into a new business force to be reckoned with, winning global business from Carlsberg, Lego...
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