Noisy hires former MBCS strategy lead Matt Holmes

Matt Holmes has been appointed brand partnerships director at Noisy, a culture-focused agency and publisher connecting brands with youth audiences through communities and platforms. Noisy’s assets include Sydney Run Club, nightlife guides Bondi Lines and Melbourne Lines, and Mixmag ANZ. Holmes joins from IPG Mediabrand’s creative arm MBCS, where he led strategy and ideation, and he previously co-founded his own agency, Poem, in 2015. The appointment follows IPG’s acquisition by Omnicom in November 2025. Holmes describes the move as a return to independent, start-up culture and an opportunity to focus on real-world live events that connect creators, musicians, DJs, and brands for people under 35.

"Noisy is a culture-focused agency and publisher that connects brands with youth audiences through a network of communities and platforms. Its assets include Sydney Run Club, nightlife guides Bondi Lines and Melbourne Lines, and Mixmag ANZ."

"Holmes told Mumbrella that, after the acquisition, he felt it was "the right time for [him] to take a step back into an entrepreneurial, independent world." He said Noisy felt like a return to form. "I've spent most of my career at independent agencies, which were all at various stages of growth and I really enjoyed that. I'm very used to that kind of start-up culture.""

""I'm really excited to do real world stuff," he said. "There is so much content being produced now. Influencers or creators are a huge thing, but I think one of the things I've enjoyed getting my head around is the real world events and how they can connect creators, musicians, DJs, bands. I think there is a real kind of return, or an ambition for this, particularly for people under 35 to have these real world brand experiences and connections.""

"In the official announcement, Harry Wilson, managing director of Noisy said: "Matt brings a rare combination of agency ownership, strategic thinking, creative ideation, partnership expertise, and deep industry relationships. He understands the challenges brands are facing right now - particularly the need to move be""

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