Matt Lawson

Matt Lawson,
APAC Chief Creative Officer and Partner, Deloitte Digital.

Since his first commercial, the Telstra ‘Too many rabbits’ ad, which was voted Australia’s favourite commercial by The Age newspaper and is ranked No. 2 in Campaign Brief's ads of the decade, Matt Lawson has become one of the region’s most innovative and consistently awarded Creatives.

In 2017 he was ranked the number one copywriter in the world by the Big Won report. In 2018 he was the 5th most awarded Executive Creative Director. 2015 saw him win AWARD Australian Creative of the year. 2014, Big Won ranked him 14th globally, and in 2012 Cannes global ranking placed him 9th.
As a copywriter Lawson has won 39 Cannes Lions including 12 Gold, a Grand Prix and Titanium, and has been awarded 21 times at D&AD across nine campaigns, with multiple Yellow Pencils, a Black and White Pencil.
Some of his most notable work includes Mobile Medic, featured in Simon Veskner’s book ‘100 Ideas That Changed Advertising’, Pedigree K9FM, which won New Zealand’s first Black Pencil at D&AD, DB Export Brewtroleum, which picked up New Zealand’s top sustainability prize and was the most awarded campaign in the world in 2016. Plus, the multiple Lion-winning YMCA Playnasium, Made Possible by Melbourne, and Belong Carbon Thumbprint.
Lawson’s work whilst in New Zealand, which also included Mountain Dew Hidden Graphics (a new type of skateboard that won an Edison Award for Innovation), and Pedigree FOUND helped Colenso BBDO become the number one creative agency in the world in the Big Won Report.
In 2017, alongside Adrian Mills, he was invited to start Deloitte’s Creative, Brand and Advertising practice which has been awarded ‘Agency of the Year’ twice, in Campaign Briefs ‘The Work’. He is currently the Chief Creative Officer of Deloitte Digital across the Asia Pacific region.
Passionate about inspiring young creatives and the industry to strive for more innovative ideas, Matt Lawson holds the position of MADC Co-President, Australia’s oldest running creative community.