The new expanded role will include more client contact and will have a direct reporting line to Guy Phillipson, chief executive of the IAB.
Matthews is leaving the organisation to launch a digital start-up and has partnered with Chris England, head of global planning for Digitas, to establish the consultancy, which will be "aimed at educating senior brand management about digital communications" and how to work with their agencies more effectively.
He was appointed the IAB's first head of marketing in April 2006, and oversaw all marketing communications across brand marketing, agency presentations, mobile, and promoting results from IAB initiatives. He was previously marketing director at digital agency Dare.
Phillipson said: "Kieron will be a hard act to follow at the IAB – and we're going to miss him. Since his arrival back in 2006, the IAB has become a complete provider of digital marketing services, with a vibrant brand identity.
"In fact we act more like an agency than a trade association, largely thanks to Kieron's creativity and inspirational direction – not to mention his entertaining presentations. We wish him well at The Digital Consultancy, and I'm sure he'll be in great demand."
Matthews said: "Working for the IAB over the last four and a half years has been nothing but exhilarating and I've been fortunate enough to work with some of the best talent in the industry. Setting up The Digital-Consultancy is an opportunity to expand on the work I've been doing and assist advertisers to build their brands through digital."
Matthews is leaving the organisation to launch a digital start-up and has partnered with Chris England, head of global planning for Digitas, to establish the consultancy, which will be "aimed at educating senior brand management about digital communications" and how to work with their agencies more effectively.
He was appointed the IAB's first head of marketing in April 2006, and oversaw all marketing communications across brand marketing, agency presentations, mobile, and promoting results from IAB initiatives. He was previously marketing director at digital agency Dare.
Phillipson said: "Kieron will be a hard act to follow at the IAB – and we're going to miss him. Since his arrival back in 2006, the IAB has become a complete provider of digital marketing services, with a vibrant brand identity.
"In fact we act more like an agency than a trade association, largely thanks to Kieron's creativity and inspirational direction – not to mention his entertaining presentations. We wish him well at The Digital Consultancy, and I'm sure he'll be in great demand."
Matthews said: "Working for the IAB over the last four and a half years has been nothing but exhilarating and I've been fortunate enough to work with some of the best talent in the industry. Setting up The Digital-Consultancy is an opportunity to expand on the work I've been doing and assist advertisers to build their brands through digital."
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