TBWA\London Hires Matt Springate as Chief Strategy Officer

​Matt Springate has joined TBWA\London as its chief strategy officer. Previously at Havas London, Matt brings a wealth of experience leading strategy for world-famous brands as well as winning a host of global awards across his career. These include a Cannes Grand Prix in 2025 for Telstra ‘Better Network’ created through +61/Bear Meets Eagle on Fire, the bespoke agency he co-founded to service the brand.

Well known within the TBWA\ collective, he previously spent eight years with TBWA\Australia as regional chief strategy officer where he led strategy across brands such as PepsiCo, Optus, HCF and Pernod Ricard.

While there, he introduced new strategic capabilities, including Connections Planning, integrating behavioural science into the strategy process, and the Cultural Research Labs, a qualitative methodology that connects strategists with creators, commentators and consumers to understand the values that are driving culture. His portfolio also includes standout campaigns for Honey Maid, and Inspired by Iceland.

Matt has also worked at leading agencies across the US and UK, beginning his career as a planner at Fallon before taking on senior strategy roles at The Brooklyn Brothers, Droga5 New York, and Grey London, where he was managing partner, planning.

Matt joins TBWA\London’s senior leadership team in January 2026, partnering with CEO Larissa Vince and CCO Andy Jex. His appointment follows the departure of Raquel Chicourel, who stepped down in May to focus on her family.

Matt Springate, TBWA\London CSO, said, “It feels like coming home. I’ve worked across big networks, independents, and start-ups, but TBWA has always stood out as something special- a culture of people who think differently and care deeply about their work. Coming back at such an exciting moment for the London office just feels right. I’ve always loved the clarity and ambition of Disruption, and I can’t wait to create bold work together.”

Larissa Vince, CEO of TBWA\London and Dark Horses, said, “Matt has Disruption in his blood and award-winning work coming out of his ears. He’s been the effectiveness hero behind growth stories for multiple UK and global brands and I’m beyond happy to welcome him back to TBWA\. He already feels like one of us.”