Matt Batten

Matt Batten

Creative Strategist, Author & Presenter

Despite two disabilities that he has never revealed (and probably never will), Matt rose through the ranks of creative departments in advertising agencies in Sydney and London to become an internationally renowned Creative Leader. He has successfully led the business and cultural transformation of multiple agencies to each become ranked in the top 10 in their market, and has assembled, inspired and led talented and diverse creative teams to develop breakthrough campaigns recognised with Cannes Lions, D&AD, Clio, Effies, Spikes, Eurobest, and even a Logie nomination.


His innovative campaigns have included detecting childhood cancer with mobile phones; reprogramming a Fitbit to work on a dog; hacking PlayStation ads; the most successful Coca-Cola campaign in the brand’s 120-year history; insuring moustaches; gamifying a TV commercial, inventing a new bio-organic printers’ ink; prototyping a digital billboard that makes you invisible; literally reading the minds of musicians; and anti-Google ads that Google couldn't read.


Matt has been listed in Creative Magazine’s ‘Power 20’ and named Creative of the Year in APAC.


Obsessed with the science of how the human brain develops creative ideas and how to enhance one's creative thinking, Matt has been a keynote speaker at events in New York, London, Cannes, Santiago, and Sydney, with provocative topics as informative as they are entertaining.


He also co-founded a tech startup, founded a filmmaking studio, became an award-winning screenwriter, filmmaker and photographer, and will be a published author by the time you read this.

2:25 pm - 2:55 pm

"Swear in Your F***ing Ads: The Power of Profanity

We can't use profanity in advertising. Or can we? A Lecturer and top ECD tell all in this insightful and engaging seminar drawing upon decades of global research looking at the history of swearing, the multitude benefits of profanity and the brands that have successfully used it in their advertising. You'll learn how swearing makes you physically stronger, more enduring, more intelligent, more trustworthy, more relatable and even helps close the gender gap."