Sydney and London based culture-first media network and agency noisy, which connects brands across music, entertainment and lifestyle, has appointed creative and strategy leader Matt Holmes as Brand Partnerships Director.
A respected industry leader and co-founder of independent agency Poem, Holmes brings more than 20 years of experience across the UK and Australia, spanning earned-first strategy, integrated campaigns, experiential ideation, and storytelling designed to travel beyond traditional media channels.
He joins noisy from IPG Mediabrands’ creative arm MBCS, where, as Head of Strategy and Ideation, he worked across major campaigns and brand experiences. In his new role, he will focus on building direct relationships with brands and creative/PR agency partners, working closely with brand managers, marketing directors, heads of communications, and CMOs to help unlock cultural growth opportunities through music, entertainment, creators, events, and live experiences.
The newly created role will also leverage Holmes’ deep industry network and experience developing integrated campaigns, content and experiential concepts, as noisy continues to expand its offering across strategy, creative, talent, partnerships, production, and media.
“In a world increasingly shaped by AI, algorithm addiction, isolation, and a growing demand for real-world experiences, it feels incredibly energising to join a fast-growing fresh independent business focused on literal human connection,” Matt Holmes, Brand Partnerships Director at noisy, said of his appointment.
“Too many brands are chasing culture rather than genuinely contributing to it. noisy stands out because it authentically connects brands with music, food, entertainment, creators, and audiences in ways that actually matter, and people feel.
“What really drew me in was the team – a nimble, entrepreneurial group already delivering impactful work in culture across multiple disciplines. It’s a fantastic opportunity to lead growing noisy’s direct brand relationships, ideate and deliver campaigns alongside brands, artists, venues, and creators.”
Harry Wilson, Managing Director of noisy, said: “Matt brings a rare combination of agency ownership, strategic thinking, creative ideation, partnership expertise, and deep industry relationships.
“He understands the challenges brands are facing right now – particularly the need to move beyond transactional campaigns and build genuine cultural relevance. As noisy continues to grow, having someone with Matt’s experience leading direct brand and agency partnerships will be hugely valuable for both our clients and the future direction of the business.”
Holmes’ appointment follows several major growth milestones for noisy, including new partnerships with Mixmag ANZ and Maple Social Club, alongside brands such as Red Bull, Tinder, Uber, McDonalds, Coca-Cola, Espolon, Canadian Club, Smirnoff and UP&GO.
