5 Minutes with… Matt Chandler
When things get tough, it’s easy to despair. The problem could be too big to look in the eye, too difficult to address at once, and too far-reaching for a solution to feel in sight.
But for Matt Chandler, the more complex the problem, the greater the opportunity for innovation.
The newly appointed chief creative officer at DDB Sydney spoke to LBB’s Tom Loudon to offer a fascinating insight into his vision for the agency’s future.
Matt breaks down the meticulous craftsmanship behind successful campaigns like ‘Original Mouthful’, explores the evolution of DDB Sydney’s approach to blending classic storytelling with modern media, and emphasises the role of curiosity in embracing new technologies, as demonstrated by an AI-driven campaign for Macca’s.
LBB> Congratulations on your promotion to chief creative officer. How do you envision your role evolving from executive creative director, and what are your immediate priorities in this new position?
Matt> Thanks! Well, in some ways the priorities never change. It’s: do great, big, beautiful and effective work for our clients. So long as that remains front and centre for us, we’re usually in good shape. But as with any change, it’s a moment to pause for thought about where we can be better and what we need to do to be ready for the future.
LBB> Have you always been a creative person, even as a child?
Matt> I’m certain I was a whole lot more creative than this when I was a child. There’s photographic evidence.
LBB> You’ve led notable campaigns like ‘Original Mouthful’ that earned a Silver Lion. What do you think was the key to its success, and how do you plan to continue pushing the creative boundaries at DDB Sydney?
Matt> That was a really big campaign for us; as it’s not every day you get to do something of that scale for one of the most iconic products on Earth. The thing that made The Original Mouthful beyond a good idea was the meticulous craft that went into the many, many elements of the campaign. Whether the digital activation, the outdoor or the TV, every element was loved to the finish line. Making more time for that level of craft in everything we do is definitely on my mind, as it sometimes feels like a luxury – but really it’s half the battle.
LBB> You’ve been a part of DDB Sydney for a decade. How has the agency's creative approach evolved during your tenure, and what role have you played in shaping this evolution?
Matt> DDB has always had a palpable identity. Emotionally charged storytelling has been at the heart of everything the agency has done long before I joined… or was even born. I think I joined the agency at an exciting time when we were all wrestling with how to take that timeless approach to advertising, and bring that same craft and care to less traditionally-shaped thinking. I’m proud looking back at things we’ve done for our clients that have proven our ambition to be more media neutral, but to hold onto the soul of DDB.
LBB> What are some of the most significant challenges you foresee in the industry today, and how do you plan to address them with your team?
Matt> The challenges and complexities are well established. We’re all adapting to utilise AI, operating on shorter timelines, reckoning with a more complex media landscape, and so on. But for anyone who believes in creativity being the answer to any problem, the more complex the problem, the greater the opportunity for innovation.
LBB> Given your background in emotionally charged storytelling, how do you see this approach influencing future campaigns at DDB Sydney? Are there specific brands or projects you’re particularly excited about?
Matt> We have a unique privilege at DDB Sydney: these long-term relationships with three iconic brands: Macca’s, Westpac, and Volkswagen. These brands are led by ambitious people working in categories that are crying out for innovation. The work we have coming up for all three demands the best of what we can do, and you really can’t ask for any more than that.
LBB> As someone involved with AWARD School and the National AWARD Council, how do emerging talent best prepare for success in today’s advertising landscape?
Matt> The best advice, as ever, is to stay curious. Stay curious about your craft, about the clients you’re working with, and, of course, about the world around you. Also, work hard and hydrate.
LBB> How do you balance creative ambition with the practical demands of clients and brands?
Matt> If you’re doing it right, there’s no conflict between the two, but that takes a level of understanding and trust that has to be earned and isn’t easy to come by.
LBB> With the recent successes at Cannes Lions, how do you maintain motivation and drive within your team to strive for excellence continually?
Matt> You’ve just got to get excited about the next thing. The following brief, the next production. Love the work and the process, and that has to be its own reward.
LBB> What are your thoughts on the role of digital and social media in shaping modern advertising? How is DDB Sydney adapting to these changes?
Matt> To the earlier point about curiosity, this is where it matters most. If it’s in your DNA to try new things then you’re naturally adapting to new channels and technology because you just want to play with stuff. We just made a campaign for Macca’s using AI to analyse the shape of Chicken McNuggets. Is that the most intelligent use of such remarkable technological innovation? No… no, it isn’t… but playing is how creative people learn.
LBB> If you could change one thing about the industry, what would it be and why?
Matt> So many things, but today I’ll go with the hope that our local industry can find a way to stop tearing itself down with constant negativity. A little less tall poppy chopping would do us all good – we should be cheering on anyone who’s taking a swing at progress.
