New Huge CEO Mat Baxter's Plan Focuses on Data and Talent

To Huge's new CEO Mat Baxter, the ad industry is going through period of evolution similar to the music industry when it digitalized in the early 2000s. Apple swooped in, creating a digital marketplace for music after traditional companies reliant on CDs didn't fully invest in digital. Baxter sees the agencies industry battling the same troubles, weaning itself off legacy products like linear television instead of fully embracing the digital landscape. In his first 60 days on the job, Baxter and Huge's leadership team are evaluating the company as if the IPG agency was starting from scratch to avoid being a "prisoner of the past," which in his mind is riskier than starting with a blank slate. Redesigning the agency's model will be the critical success factor, De Bonis said, adding, "we're adding new processes, new ways of working, new technology and how we reposition or reinvent offerings so that they really deliver against what the market needs." Get the latest advertising news and analysis straight to your inbox. Sign up for our newsletter today. In 2021, Huge has added new clients Coppertone, Sub-Zero and Wakefern while deepening its relationship with clients Google, Stellantis, P&G and Realtor.com. 'Brands are overloaded with first-party data' Baxter comes from Initiative, Adweek's Media Agency of the Year in 2018, and has seen firsthand the power of data and the head starts media agencies have against creative and digital agencies in implementing data. As Baxter put it, "No agency can be a serious agency" unless it can identify, analyze and connect with an audience through the mechanism that increasingly allows that to happen: data. As shopping migrated online in 2020, brands picked up treasure troves of first-party data, but Baxter said most brands lack the architecture or strategy to make good use of it, leaving them asking, "What now?" As a digitally-based agency, Baxter said this point in time plays right into Huge's hands. "That presents some real opportunities for us, but also challenges because we've got to be even better, smarter and faster than we were before," Baxter said. To that end, De Bonis said that Huge is investing in talent, not just in new faces, but in how current employees are structured, as well as technology to allow the agency to interpret the rich data supplied by IPG's data arm Acxiom in order to make recommendations for clients. De Bonis' role will encompass a number of key areas larger than just data. She's tasked with strengthening Huge's strategic capabilities, including a number of departments that she called critically core like data, analytics, research and commerce. "We need depth and breadth of data capability across all these different types of strategy," De Bonis said. Putting DEI and talent first Baxter is blunt in his assessment of the talent market. "In 20 years, this is the toughest talent market I've ever seen. Ever." Baxter said, acknowledging every agency is struggling to find talent. The Huge CEO said agencies must win the battle against tech companies through DEI, culture and career development. On the DEI front, new hire Toni Howard Lowe will be responsible for leading the design and implementation of a holistic DE&I strategy at Huge. Baxter views DEI as not something agencies add to become a little bit better, but should be a core component of every business. Huge reports DEI data twice a year through its Staying Accountable initiative. Baxter acknowledged the agency has done a good job at lower and middle levels of the organization at diversifying the workforce, but still has work to do to build a diverse leadership team. As a whole, Huge increased its female representation from 52% to 54% year-over-year and BIPOC representation from 30% to 34%. At the highest level of leadership, Huge does lag behind at 30% women and 15% BIPOC. We're almost at a point of hyperinflation for staff costs in the marketplace, it's getting to a point where it's getting a little silly.Mat Baxter, CEO of Huge "Toni is here to take good to great, and hopefully great to amazing," Baxter said. In an effort to support and retain employees during the pandemic, Huge has rolled out a number of additional benefits to employees in a series of policies called "New World Working." Most notably, the company extended time off to include "Huge Holidays"—or three one-week periods where the entire agency shuts down. "It's a bit more European—at last," De Bonis said, adding, "It's why August and Christmas work because you know that the culture and the society around you is going to shut off." Huge also created a minimum time off plan that makes employees take 10 days off during the year. Huge also provides relief for employees who unexpectedly deal with Covid shutdowns at day cares or schools. Initiative Chairman Mat Baxter Named Global CEO of Huge

The Future of Agencies

New Huge CEO Mat Baxter's 45-Day Plan Focuses on Data and Talent

The IPG agency adds Lisa De Bonis and Toni Howard Lowe to its C-Suite

Jameson Fleming

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Jameson Fleming