21 Matt Watson, ECD, Europe at Sips&Bites at PepsiCo

Matt Watson, Executive Creative Director at Sips&Bites, PepsiCo's in-house creative agency. Matt is an award-winning creative leader who has shaped bold, entertaining campaigns for major global brands. His integrated thinking delivers ideas that capture attention and drive sales across platforms, showcasing his adaptability in a dynamic marketing landscape.

As of 2024, Matt’s astonishing number of accolades and achievements includes three Cannes Lions, with six shortlist appearances; four D&AD Pencils - including a yellow pencil - and a Gold and two bronzes at Eurobest. Other wins include seven Creative Circles, a Drum Grand Prix, a Webby award and multiple Caples, LIA and Gold Drum awards. Sips&Bites has been named 4th most creative in-house agency in the world by D&AD and 10th most creative agency in the UK at Cannes Lions, while Campaign named Matt himself No.3 in-house creative leader in 2024. And a cease and desist from Mariah Carey to end the year!

In our 2024 report we outlined why I believe we are in the beginnings of a fourth wave of in-housing creativity.

Download the report for FREE here.