Meet Our Team - Matt Cuda

𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝗱𝗼 𝗮𝘁 𝗥𝘆𝘃𝗮𝗹𝗺𝗲𝗱𝗶𝗮?
As Group Business Director in Sydney, I lead our client patch and local team to deliver strategic media solutions across the full funnel, always aligned to business outcomes. We work closely with clients focused on delivering value as trusted advisors and long-term partners. I’m also responsible for identifying and driving new business opportunities for the Sydney agency, working closely with our fierce GM, Bianca Falloon.

𝗙𝗮𝘃𝗼𝘂𝗿𝗶𝘁𝗲 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝘆𝗼𝘂'𝘃𝗲 𝘀𝗲𝗲𝗻 𝗿𝗲𝗰𝗲𝗻𝘁𝗹𝘆?
I always keep an eye on what sporting brands are doing to build affinity and inspire audiences. Adidas’ campaign 'We All Need Someone to Make Us Believe: You Got This' is a standout. They’ve had a huge couple of years with product releases and sales, and this campaign builds on that momentum.

Focusing on the importance of positivity in sport, this is a rallying cry to celebrate the unseen supporters in sport—parents, coaches, teammates —and the role they play in helping athletes, from grassroots to global icons. It’s digitally led, with inspirational videos featuring Anthony Edwards, Trinity Rodman, and Lamine Yamal, alongside everyday athletes. Locally, we've seen tailored campaigns with the NSW Blues and Nathan Cleary. I love the connection this campaign brings to life and how it positions Adidas as the brand that empowers every athlete.

𝗪𝗵𝗮𝘁'𝘀 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝘁𝗵𝗶𝗻𝗴 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆?
The pace, for one. No two days are the same, and the speed at which we operate creates amazing opportunities for learning and growth. I’ve been in the industry for 10 years and feel like every day teaches me something new.

And of course, the people. Collaboration is everything. I’ve been fortunate to work in cultures that are always evolving with people at the core.

𝗪𝗵𝗮𝘁 𝗺𝗲𝗱𝗶𝗮 𝗮𝗿𝗲 𝘆𝗼𝘂 𝗰𝘂𝗿𝗿𝗲𝗻𝘁𝗹𝘆 𝗸𝗲𝗲𝗽𝗶𝗻𝗴 𝘂𝗽 𝘄𝗶𝘁𝗵?
I’m a one-show-at-a-time kind of person—just finished 'The Last of Us' on Max and already counting the days to season 3. But when it comes to sport—football, basketball, or tennis. My daily media diet includes live content, replays, highlights, podcasts, talk shows—you name it, I’m consuming it.

𝗠𝗲𝗱𝗶𝗮 𝘁𝗿𝗲𝗻𝗱 𝘆𝗼𝘂'𝗿𝗲 𝘄𝗮𝘁𝗰𝗵𝗶𝗻𝗴?
AI is everywhere—and rightly so. I’m keeping a close eye on how biddable platforms like Google, Meta, TikTok, Pinterest and DSPs are evolving their AI-powered performance tools. From optimisation strategies to data-led algorithms, we’re focused on how these solutions can drive business outcomes, not just media metrics. Clients expect us to lead these conversations and help them stay ahead of the curve.

𝗕𝗲𝘀𝘁 𝗰𝗼𝗳𝗳𝗲𝗲 𝗶𝗻 𝗦𝘆𝗱𝗻𝗲𝘆?
Genovese Coffee House in Alexandria—cozy in winter, proper Italian coffee, and food that hits the spot. And yes, you absolutely should stand at the bar for an espresso like you’re in Italy!