Master of Advertising Effectiveness (WARC)
providing Senior Strategy support by contract.
Formerly EVP Head of Planning at Sid Lee, Joint Head of Planning at Leo Burnett, International Planning Director at Ogilvy Chicago, Executive Planning Director at Mars Y&R London.
IPA, APG, MRS, MAA, ISP, WARC, Mini MBA accredited.
Hello,
I'm Matt Foulk.
I’m a graduate of the University of Bath with 23 years of strategy experience.
I learnt my craft at iris Worldwide, working with 25 others in a London basement to help turn it into a 14-office global agency powerhouse of 1500 people just 7 years later.
I was then handpicked and relocated by Ogilvy to support their second biggest account globally, SC Johnson out of Chicago. From TV to retail POS campaigns in markets across the world.
After two winters my Canadian wife convinced me to cross the border to Toronto where I first co-led strategy at Leo Burnett and then as EVP Head of Strategy at Sid Lee to rebuild their strategy department.
Since 2020 I’ve been a freelance Chief Strategy Officer at the most respected agencies in Canada and the US, including two years client-side as Strategic Advisor to Loblaws, Canada’s largest retailer. During this period I also earned a rare Distinction in the WARC Master of Advertising Effectiveness program.
In my spare time I created a new cycling brand Ghost Gravel [@ghost_gravel] with sold-out adventures and attracting global and national sponsors.
Testimonials
Karen Tilley, SVP Client Partner, IPSOS North America
"Matt's breadth of experience across categories and continents means he brings new thinking, fresh perspective and best practices to problem solving and to inspiring diverse teams. Matt is a true advertising professional; he cares deeply about the work, the impact it creates in the market and the people he works with to do it."
Phil Koesterer, EVP Edelman
"Matt combines a truly global perspective and a deep understanding of brands with a friendly and down-to-earth manner. Better yet, he gets things done and he's one of those rare planners who realizes that it's our job to make the work better. I'd work with Matt again in a heartbeat."
Simon Humphris, Head of Brand Marketing, Aston Martin Lagonda
"Working with Matt is always enjoyable. He's smart, direct, clear, and with a good business head."
Gemma Abela, Senior Marketing Director, Loblaw Companies Limited
"Matt is an excellent strategist who is thoughtful in how brands go to market, and an expert in how to measure that impact. He is also a kind, smart, good person who I genuinely enjoyed working with. I highly recommend him as strong strategic marketing partner."
Trudie Abel, Global Marketing Director, Icebreaker
"Matt is always my first choice in a strategic partner - he is extremely insightful, intelligent and persuasive, and clients love him as he is enjoyable in discussion and his work contributes to brand growth."
Laurie Freeman, Group Client Business Lead, Dentsu Creative
"Matt's insatiable curiosity, knowledge and deep consumer understanding was like no other. He was a master at translating knowledge to practical application and was always the first to champion great work. Matt's tireless commitment make him a one of a kind and a joy to work with."
Press
A sample of recent articles and coverage on my favourite topics advertising effectiveness, strategy and adventure.
Services
Blog Writing
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Social Media
Marketing
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Content Strategy
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Let's Work Together
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To get in touch to discuss a potential assignment please use the chat function below or email matt@jollygood.ca
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