Welcome to Matt Cumming, our Creative Director

We are delighted to announce that Matt Cumming has become a permanent member of the Bienalto team.

Matt has been appointed full-time Creative Director, and will be responsible for taking our creative services division to new heights. His integrated approach to interactive design will draw upon Bienalto’s proven skills in user experience architecture, data and web analytics.

Having successfully taken two mainstream advertising agencies digital in the past (both earning ‘Interactive Agency of the Year’ titles) Matt is looking forward to applying his creative expertise across all of Bienalto’s clients campaigns.

Now, his creative skills are ready to be applied to your next campaign.

Digital marketing drives engagement

With the explosive growth of digital marketing – plus the specialisation of job roles which goes along with it – there are tremendous opportunities for companies to be more creative and engaging online.

While Bienalto has offered creative services in the past, Matt will be focusing on the growth of the division so that it becomes a central component of the online package.

“Previously, Bienalto has had specialists in email marketing, web analytics and data, and information architecture. Now, we’ve got an in-house creative arm as well – which will really shape and inform our campaign strategies,” says Matt.

Matt speaks from experience, having worked as a marketing creative for 25 years and as a digital creative director since 1995, when he started at Euro RSCG and grew its digital division from one person to more than 50 people. He then went on and did the same thing at M&C Saatchi in 2002.

Clearly, he knows what he’s doing.

So what are Matt’s secrets for success when it comes to digital creative?

“Digital marketing is less about announcements and more about relationships,” he says. “You need to talk in a relevant way to your audience – to keep them engaged with your campaign.”

He adds: “Think about the descriptions commonly used for audiences – television has viewers, magazines have readers, online has users. They ‘use’ the content. It describes interaction and relationship.”

Matt sees entertainment playing a huge role in digital marketing. It was the challenge of keeping it relevant that drew him to the field in the first place.

“Online, if your audience is not immediately engaged, they will jump ship at the click of a button or the flick of a scroll wheel. While someone might not want to read your white paper on the subject of ‘under-insurance’, they might use an iPhone app to help them add up the cost of their belongings room by room.”

There is vast potential for digital creative, and Matt looks forward to applying his talents to more of Bienalto’s client campaigns. Indeed, many of our clients have already experience tremendous results when Matt has consulted on their projects.

“We will be engaging with our clients’ customers like never before, giving them relevant information in a compelling and creative manner that will keep them coming back for more.”

Sound good? If you would like to find out how your next campaign could benefit from Matt’s creative experience, you can contact him directly on 0423 572 750 or send him an email.