Great State appoints former Jaywing Creative Director Matt Powell

By India Hicks
14 Nov 2022

Matt will be creating digital experiences for Great State’s clients that aim to delight customers. He and his team will do this not only by solving pain points in new ways, but also understanding each brand’s DNA and translating it into moments of joy – a form of interactive brand-building that makes experiences more memorable, ownable and unique.

Matt is kicking off his time at Great State by joining a multi-disciplinary team redesigning the Royal Navy’s website, plus significant projects for Honda, Orange and Bristol Airport. 

Starting his career at Profero, one of the UK’s foremost independent digital agencies of the noughties, Matt progressed from designer to Creative Director working on brands including Apple, M&S, Mini, Smirnoff, Nike, Channel 4 and Johnson & Johnson. He worked on ground-breaking, government initiatives such as Change4Life and Talk to Frank. Here he won more than 30 major awards including two Revolution Grand Prix awards alongside a Silver & Gold at the Cannes Cyberlions. 

Moving to Jaywing in 2011, Matt continued as Digital Creative Director, overseeing PepsiCo clients including Doritos, 7up and Walkers, as well as Britvic, CityFibre, Crayola, Randstad and the Open University. 

At Jaywing, Matt delivered one of the first-ever native paid-media campaigns on Instagram in the UK and reimagined the end-to-end digital customer experience of subscribing to premium car manufacturer, Infiniti. 

Matt Powell, Creative Director says: “A new era for digital is emerging. One that combines human-centred design with brand essence to create unique products, services and content. Great State are perfectly placed to lead the way. To be able to work in a team so aligned with my own ambitions is very exciting. As well as brands in the commercial space, Great State delivers significant work for The Royal Navy and major universities that have a progressive approach to CX and digital strategy. These provide huge opportunities for innovative thinking and design execution.” 

Stuart Avery, CEO and co-founder at Great State adds: “We’re at an interesting pivot-point in digital experience, and for us as an agency. As digital has matured, both in-house and external agency thinking has converged around the same principles, methodologies and design patterns, often resulting in vanilla and forgettable outcomes.

“We need to re-focus on innovation, using it to solve problems in new ways that surprise and delight end users, and crucially allow brands to differentiate themselves through ownable digital experiences.

“Matt’s heritage working with some of the world’s biggest brands combined with his expertise and passion for creativity and innovation, makes him the perfect addition to the team at this exciting time”.


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