Ogilvy has named Matthew Curry global executive creative director for IBM. In this role, Curry will be responsible for defining, shaping and driving the global creative vision for EightBar, a bespoke WPP team comprised of creative and media talent dedicated to IBM.
Ogilvy has served as IBM’s global creative agency partner for nearly 30 years and recently launched “Let’s Create,” the company’s most significant brand initiative in more than a decade. Earlier this year, IBM was inducted into the Advertising Hall of Fame, just the 11th company to ever receive that recognition and the first B-to-B brand to do so.
“IBM is a brand that has not only moved with the times but created them—and Ogilvy has had the distinct pleasure of co-creating with them for almost 30 years,” said Liz Taylor, global chief creative officer, in a statement. “We are thrilled that Matt is joining us to help produce a new period of game-changing, legacy-making work—that brings to life the technological innovations that are creating the fabric of our reality. Matt embodies the essence of ‘Let’s create’—a belief that creativity will be the defining currency of business moving forward and driver of impact in the world.”
Curry spent the last three years at McCann New York as deputy chief creative officer, leading the agency’s Verizon account. There he oversaw the launch of the company’s 5G network, as well as Super Bowl campaigns, Oscars night takeovers and a live streamed concert series with top artists to help save small businesses during the pandemic.
Before McCann, Curry was partner and chief creative officer of independent creative agency Butler, Shine, Stern & Partners (BSSP) in San Francisco. Prior to that, he was at 72andSunny in Los Angeles, leading the Google, Activision and Starbucks accounts. While there, he and his teams were nominated for an Emmy for their Google Year in Search work, sent Michael Phelps into space for the global launch of Call of Duty—and led the global roll out of the first new espresso in Starbucks’s history.
“IBM is one of the world’s most iconic brands, one that has pioneered new eras of innovation and helped solve some of the world’s toughest challenges. The opportunity to help lead their next chapter, while partnering with the most talented leadership group in the industry, couldn’t be more exciting. I’m looking forward to doing big things with these two companies of giants,” said Curry in a statement.
This marks a homecoming of sorts for Curry, as he began his career working in Ogilvy’s Beijing office. He also spent time in China, Korea and Italy. His work has been recognized by The Emmys, Cannes Lions, The One Show, Clios, Webbys and more. Curry said he believes partnership is the biggest superpower—and strives to help teams and clients do their best work.