Matt started his career studying Law and Criminology at Lancaster University, but realised during the degree his passion lay in understanding human behaviour (beyond criminals) and he subsequently undertook a PhD in anthropology and alcohol studies.
The PhD focused on investigating the role and meaning of alcohol within the private and public drinking spaces of university students, and involved Matt gaining extensive training in focus group moderation and ethnographic research from the Association of Qualitative Research.
During his PhD he was approached by the drink firm Diageo to help co-create a global initiative entitled ‘The Nightlife Exchange Project’, which was launched across 30 countries and proved commercially very successful. It led to Matt working for Diageo for five years, helping to further develop its social strategy for the Smirnoff brand across Western Europe.
Within the past six years he has gained considerable experience in media planning, content and brand strategy with clients including Coca-Cola, Tesco, Bayer and Anheuser-Busch In-Bev.
His latest position as Senior Planner at KISS enables him to neatly utilise both his research and commercial experience to develop the key strategic insights that help underpin all the organisations’ communications assets and activities.