Data Creative crowns Matt Bates as new CMO

Personalised video agency, Data Creative, has named former Publicis digital head, Matt Bates, as its new CMO, a move that coincides with the company's global expansion plans and a handful of company wins.

Bates brings over 16 years experience, focused on the design and implementation of technology and marketing solutions for large corporates.

“Bates is recognised for his ability to embrace and drive significant change, including sustainable improvement in people, as well as financial and organisational performance,” according to a company statement.

The organisation has also welcomed “seasoned technologist” Matt Merryfull as its new chief product officer (CPO). Merryfull is the former CTO of APN-backed Emotive and former technical director at Razorfish.

“Merryfull’s wealth of experience across the technology space is a welcome addition to the Data Creative senior team, providing valuable insight into the progression of video-based marketing and how this fledgling technology can take the necessary steps towards mass adoption,” the company said.

Data Creative founder Renece Brewster said the new senior appointments represent the company's increased focus on tech innovation and a push to take real-time personalised video to the enterprise market.

Brewster said the two senior appointments were a clear representation of the rapid growth Data Creative has experienced since its inception in July 2015.

“Matt Bates and Matt Merryfull both have successful foundation careers in the technology sector across software and platform development, plus valuable marketing and advertising industry experience, and will be instrumental in the next phase of Data Creative’s journey,” she said.

Alongside Data Creative’s new hires, the company has also welcomed a handful of new client wins to the personalised video space including Amnesty International, NAB, Personalised Plates Queensland, Dodo, TAB Corp, Daikin Australia and New Zealand, Melbourne University and the Geelong Football Club.

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