IPG Mediabrands has recruited Mat Baxter to join its team in New York in the newly-created role of global chief strategy and creative officer.

The appointment comes after the addition of new president, global business development and product innovation John Sintras. Both will report to worldwide chief executive Henry Tajer.

Previously, Baxter spent five years as chief executive for UM Australia, where he worked with clients like LEGO, Coca-Cola and ING Direct. Prior to this, he was founding partner and Asia-Pacific chief executive officer for Naked Communications, then chief strategy officer at MediaCom Australia.

His new role will see him take control for the network’s overall strategic product and quality.

“This is a dream job for me,” said Baxter. “IPG Mediabrands is engineering a major transformation right now. A big part of that transformation is about recalibrating our product for the new world of marketing and ensuring we foster a world-class creative culture.

“I’m hugely excited to be working alongside so many talented people in our network to make sure that happens.”

Tajer commented that Baxter is a unique executive who is totally focused on driving the best possible results for clients.

“The fact is that Mat has already positively impacted the performance of our business at the international level and on major clients,” Tajer added. “His new position in New York is a global platform for his talents and I am looking forward to working with him in our senior management team.”