Collette had joined Ogilvy in September 2018, after a seven year long stint with Zeno, a sister agency of Edelman. He left Zeno as managing director for Australia and Singapore.
His previous experience has also been at Ogilvy and Edelman.
In his new role, he will oversee the agency’s digital operations across 11 markets, reporting to Asia Pacific COO Bob Grove. His mandate is leading capability experts to research, plan and develop digital and social programs that earn attention and build trust.
A note from Edelman said: “He will be responsible for evolving and delivering the firm’s portfolio of market-leading digital services and Edelman’s integrated strategy solutions.”
During Collette’s previous stint with the Zeno group, he grew business revenue by over 30% with a focus on integrated social media led marketing, said the agency in a statement.
Speaking of his appointment, Edelman Asia-Pacific CEO and president Stephen Kehoe said: “Matt’s appointment brings a wealth of experience in understanding the convergence of the digital landscape with the broader communications environment.
“This will greatly benefit our clients as the whole region continues its breakneck speed of digital transformation.”
Edelman global chair digital Thomas Crampton, said: “It goes to the core of our culture that we have talent such as Matt coming back into the Edelman fold.
“His deep knowledge of the digital ecosystem, including existing and emerging social media platforms, advertising and marketing technologies will be invaluable as we continue to develop Edelman’s digital capabilities in APAC.”
Collette added: “I’m humbled by the opportunity to work with this talented group of people to set the digital agenda for Edelman in the region.
“As our industry continues to evolve and it becomes increasingly difficult to reach and engage audiences, getting fully immersed into how we can unlock technology and data to help solve the challenges of modern marketers is something I’m excited to explore.”
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