Sips and Bites, PepsiCo

Matt Watson, the Executive Creative Director at Sips & Bites, has an infectious leadership style that bleeds into everything he does, running the creative department through empowerment and an own-your-sh*t approach to ideas. Matt’s belief is to treat humans like humans, to give them the tools to own their work, their ideas and watch them grow.

Matt’s human-first approach places people at the heart of everything S&B does. From talent development to ideas and executions, human-centric thinking is Matt’s guiding lens for agency and brand growth.

Since joining the leadership team of the in-house agency in 2020 Matt has delivered nearly double the amount of value for the business.

His key achievements for 2024 include three Cannes Lions and a D&AD yellow pencil from over 40 creative advertising awards won.