McCann Health’s new global CCO Matt Eastwood: I love that confluence of science and creativity

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75a67c05a4209c7d98d0ae65a90611d0.jpgMcCann Health’s new global CCO and Aussie expat Matt Eastwood tells LBB’s Laura Swinton why health and wellness is the true home of purpose-driven creativity

Matt Eastwood laughs as he describes himself as a ‘kid in a candy store’. Just three weeks into his new role as global chief creative officer at McCann Healthcare and he’s been spending his time surrounded by the MDs and PhDs and medical experts who populate the network. The opportunity to apply creative thinking to crunchy, real-world problems with profound, human impact is one that’s getting him excited.

For decades, health and wellness agencies were the Cinderellas of the industry – hampered by regulation, viewed by top talent as less exciting than more mainstream agencies but kept around for their huge billing potential. But with the advent of new technologies like Artificial Intelligence and mixed reality, and a growth in the sector, there’s a growing creative confidence and sense of ambition.

For McCann Health, the hiring of a respected, global talent like Eastwood, with a reputation for nurturing talent and propelling agencies up creative rankings is a statement of intent. Matt’s time at JWT saw him take the network from 14th most awarded at Cannes Lions to 7th. While at DDB New York, the agency became the 3rd most awarded agency in the US under his leadership – before he joined it had not won a Cannes Lion in 17 years. Of course, the arrival at McCann Health sets him a slightly different challenge. In its sector, it has triumphed – McCann Health is the current holder of the Cannes Health Lions Network of the Year. The question is… where next?

And from opening the talent pool to broadening the scope of health and wellness, Matt’s already got a few ideas cooking away. Fro his point of view, the sector is surging and has been for a long time.

“I’ve sat back over the past three or four years and seen the health and wellness space grow in strength and even in value – as FMCG has been declining year-on-year and a lot of the big brands have been reducing ad spend,” reflects Matt on the gradual rise in prominence. He calls his move ‘timely’.

It’s not the first time that Eastwood- the former worldwide chief creative officer at JWT and DDB New York CCO – has explored the healthcare area but it’s the first time he’s fully dedicated himself to it. Notable former wellness projects include the ‘Drinkable Book’ for Water is Life while at DDB, and ‘The Fin’ for Northwell Health while at JWT, an amphibious prosthetic to help veterans with amputations to swim.

Aside from the sheer growth of the sector – spend is rising in both digital and TV – for a passionate creative soul like Matt, there are far more personal reasins underpinning his move to the sector. At a time when the concept of purpose-driven advertising and ‘brand purpose’ are spicy topics – which brands ‘deserve’ to adopt which causes? Where’s the line between authenticity and appropriation? – the healthcare and wellness area sort of floats above it all with an almost serene simplicity. It’s wellness… it’s about helping people to be… well.

“It’s great having that clarity and purpose – everything you work on is about improving quality of life and improving people’s overall health so it’s perfect,” says Matt. Continue reading on LBB…