CB Hot Suit Takes: Matt Dickinson, CEO, True
CB Hot Suit Takes is our new Q&A series for extremely busy CEOs and senior leaders across the industry ~ covering careers, creativity, challenges and the song that sums it all up. Next in the hot seat is Matt Dickinson, CEO, True.
1. What made you get into advertising?
I always wanted to follow in my Dad’s entrepreneurial and business-minded footsteps (he was an accountant by trade) but I was less interested in commerce subjects and thrived in the arts ones, which unfortunately reflected in my marks.
Growing up and through school, advertising wasn’t an industry that was on my career radar, but thankfully my brother-in-law Tim, who worked at Mojo and DDB amongst others, told me about it and suggested with my personality and interests it would be a good industry to explore. I got a job as the runner at Colenso and absolutely loved it, the energy of the place, the amazing brands that they got to work with and especially the people who were just brilliant and oftentimes extremely funny people to be around.
2. Which piece of work are you most proud of, and why?
This is a tricky one! We’re turning 15 in April so that’s a lot of work to consider but historically I think it is going to have to be the Men in Black safety video for Air New Zealand. Still easily ranks as the best one (yes, biased I know!) but what people didn’t see is what happened behind the scenes and the speed in which it was created and produced. Brilliant combination of client and agency coming together under pressure and producing something we were all extremely proud of and the nation seemed to love.
And recently we have been really lucky to continue our love of aviation and, working with the awesome team at Qantas, we have developed a wonderful brand platform around being a conduit for the ‘moments that matter’ for kiwi. The latest spot for that we’re really proud of, it’s a true story that has been recreated beautifully by the team.
3. What’s the biggest challenge you face in your role right now?
The biggest challenge right now is ensuring optimism is embedded in the way we talk with our people and, just as importantly, with our client partners. The past few years have been tough across the industry, and it’s important to acknowledge that reality. At the same time, there’s a real opportunity to shift the conversation forward, to focus on what’s possible, where growth can come from, and how a positive, future focused mindset can unlock momentum for the brands willing to invest in it.
4. What’s the most recent thing you’ve learned – professionally or personally?
The most recent thing I’ve been reminded of is just how constantly evolving our industry is. Advertising is creative by nature, but it’s also defined by change – new platforms, new ways of thinking, new expectations. That constant evolution keeps me on my toes and pushes me to keep learning, adapting and staying curious, which is something I genuinely value.
5. What song best sums up your career so far?
No idea, Lost by Frank Ocean? No, seriously, I reckon Good to me by Chris Malinchak, because it can be hard and sometimes stressful but ultimately it is a wonderful industry filled with amazing people and it really has been good to me over the years. Love it!
Read Storm Day’s Hot Suit Takes here
Read Luke Farmer’s Hot Suit Takes here
Read Elizabeth Beatty’s Hot Suit Takes here