Match & Wood nabs Liam Loan-Lack for newly-created C-Suite role
Former UM executive and My Muscle Chef CMO, Liam Loan-Lack, has been nabbed by indie media agency Match & Wood, for a newly-created C-Suite role.
As the agency’s new chief commercial and strategy officer, Loan-Lack will be responsible for driving strategic growth nationally through the creation of new agency products, elevating client relationships, and helping Match & Wood deliver commercial outcomes for clients. He will be based in Perth, and will also oversee all the agency’s operations in WA.
He brings years of experience both clientside and agencyside to the role, including senior roles at UM Australia, where he was an executive manager, My Muscle Chef, where he was CMO, IPG Mediabrands, and the Brisbane Advertising Association. Most recently, he spent four years at one of Australia’s largest stokebrokers, CMC Markets, as head of marketing then head of commercial.
Stepping back into agencyland was an intentional decision, Loan-Lack said, as there “remains tremendous opportunity to deliver game-changing work for clients”.
“The office of the CMO has never been more under scrutiny and I know I can bring my unique perspective of both sides of the fence to bear, not just helping CMOs remove any confusion around the incrementality of their media investments, but also empowering brand leaders to educate broader C-suite stakeholders on holistic marketing effectiveness,” he explained.
He will report to Match & Wood’s CEO, Lyndelle O’Keefe, and COO, Chris O’Keefe.
Lyndelle O’Keefe said she and Chris O’Keefe have a long history with Loan-Lack, and she looks forward to working with him again.
“His extensive client-side experience, deep understanding of commercial strategy, and his passion for sustainable growth align perfectly with Match & Wood’s vision,” she said.
“He brings fantastic energy and a unique skillset and perspective that will undoubtedly elevate our agency’s capabilities and help deliver even greater impact for our clients.”
Loan-Lack continued: “Having worked extensively with both Lyndelle and Chris previously, I know the strength of the Match & Wood product.
“I am excited to join a business with such a strong foundation and a unique opportunity to scale its impact for clients on both the East and West coasts. Together, we will cut through the noise and deliver an incisive POV on what will and won’t drive outcomes for our clients, without any fluff.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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