TrunkBBI bolsters team with innovation director

Manchester-based creative and performance agency TrunkBBI has appointed Matt Holmes as its new performance and innovation strategy director. 

The newly created role reflects the agency’s focus on performance, AI and automation-driven innovation.

Matt brings over a decade of experience in senior marketing roles at major brands, including PrettyLittleThing, British Gas and Emirates. 

He will lead TrunkBBI’s performance division while exploring AI and technology opportunities to deliver enhanced value and results for clients.

At PrettyLittleThing, Matt introduced predictive AI audience segmentation, doubling US paid social revenue, while at British Gas he launched the brand’s first podcast sponsorships and TikTok creator campaigns, driving significant impact across homecare products.

He said: “In 12 years on the brand side, I’ve worked with numerous agencies, but none have matched TrunkBBI’s blend of award-winning creative and performance capabilities.

“The fundamental challenge brands face is proving their significance at every opportunity – in crowded feeds, evolving search landscapes, and fragmenting attention. 

“That demands serious investment in brand-building and creative that cuts through, measurable performance that demonstrates impact, and innovation through AI and technology that keeps you ahead. 

“Our shared vision for helping brands establish and defend their significance is what excited me to join and lead this next phase.” 

Jon Butler, chief executive of TrunkBBI, added: “It’s fantastic news Matt has chosen to join us at TrunkBBI, bringing a wealth of experience from a variety of client-side and agency roles.

“His deep understanding of what clients’ need and his proven track record in driving business innovation and performance are unparalleled. 

“Having Matt on board will undoubtedly elevate our team and take our agency to the next level.”  

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