Matt is a Creative Director (CW) at Whirlpool's in-house creative agency, WoW Studios. He's most recently been building the internal agency from the ground up, while shepherding the KitchenAid team into the promised land of great creative that drives the business. Matt finds taking about himself in third-person weird, so I'll switch to first person.

Throughout my 16+ years as an advertising copywriter, I've been lucky to work on some of the world's biggest brands and get a couple of golf claps at shows including the ANDYs, Cannes, One Show, D&AD, ADC, the Webbys, and Clios for clients including KitchenAid, Verizon, Bud Light, Volkswagen, Cars.com, and a couple of others.

I think advertising isn't dead, it just needs to show up not like advertising. I think the best creative is data-informed, not data-led. I think the best work happens when the client is a partner in crime. I don't like when people say they're in it to win, but their actions show they're in it not to lose. I do like being in the trenches with derranged optimists. And I really like when no one's quite sure how to pull off the insane idea that's just been approved.