TrunkBBI appoints Matt Holmes as Performance & Innovation lead

TrunkBBI has appointed Matt Holmes as its new Performance and Innovation Strategy Director.

Holmes takes up a newly created role at the creative and performance agency, bringing more than ten years of experience at high-profile consumer brands, including PrettyLittleThing, British Gas and Emirates, where he held senior marketing positions.

The appointment reflects TrunkBBI's efforts to reinforce its strategic service offering, with an emphasis on leveraging AI and automation to benefit client businesses.

Leadership experience

Jon Butler, Chief Executive Officer at TrunkBBI, commented on the appointment:

"It's fantastic news Matt has chosen to join us at TrunkBBI, bringing a 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."

Holmes' career history includes responsibilities as Head of Digital Marketing for PrettyLittleThing, where he introduced predictive AI audience segmentation. This contributed to a reported 100% increase in US paid social revenue for the brand. At British Gas, Holmes launched the organisation's first podcast sponsorship and TikTok creator campaigns, which the agency says improved performance across Homecare product lines.

At TrunkBBI, Holmes will be tasked with leading the performance division, as well as identifying opportunities in AI, technology, and automation with the aim of providing deeper value and measurable results for clients.

Client focus

Holmes commented on his decision to join TrunkBBI, citing the agency's approach to combining creativity and data-driven performance:

"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", Matt added.

He highlighted the current commercial environment facing brands and the need to invest in brand relevance and innovation to maintain and prove their significance:

"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."

Growth and partnerships

TrunkBBI is headquartered in Manchester, with a team of more than 65 staff. The agency works with brands from sectors including hospitality, financial services, sports marketing, healthcare, and automotive. The client roster includes Greene King, Jack Daniel's, Gallagher Insurance, GE Healthcare and TeamViewer.

The agency notes its status as a Certified B Corporation, an accreditation for meeting social and environmental standards, and as a member of the Institute of Practitioners in Advertising and a Google Premier Partner, highlighting a focus on responsibility and digital effectiveness.