30 from 30. The people who have helped shape the industry and Campaign Brief: Alan Matthews

For Campaign Brief WA’s 30th anniversary, over the thirty days of June we’re looking back on 30 people who helped shape the industry and us.

Alan Matthews is a legend of Perth media planning and buying. ‘Fatal’, as he is commonly known to industry friends, has witnessed, and more often than not been personally involved in, some of the most momentous changes in media in this state.

Matthews had had a nine-year association with STW 9 before becoming media manager at local agency Westons in July 1985. Just over a year later, in August 1986, he joined the Perth office of Merchant & Partners, which had been opened as only Perth’s second specialist media agency eleven months prior.

This was a time of major upheaval as the media accreditation system for agencies was challenged and eventually dismantled, putting specialist media shops in the spotlight. By 1988 he was the state manager and a major player in Perth media, steadily building Merchants’ reputation and business.

In February 1995 he moved out of media when he joined The Brand Agency as account director on Bunnings.

The Brand had booked its media through Merchants ever since it was established in 1991 – a clear sign that media accreditation was no longer a ‘mandatory’ for agencies to have credibility.

He stayed with Brand for 2½ years but resigned in July 1997 and took a break from the industry. He emerged again in April the following year, when he joined another Perth media legend, Michele Elliott, to form AIS Elliott Matthews. Together they built that business until February 2001, when Elliott exited the business, selling her share to Matthews and national media shop Starcom.

Matthews continued to build that business successfully until 2009, when Mitchell & Partners came knocking with an offer to buy the Starcom Perth office to bolster their presence in this state.

Apart from some clients, Mitchells wanted Matthews’ leadership for their fledgling local office. Five years and two more ownership changes later, that business – now Dentsu Aegis Network – is firmly established as one of Perth’s biggest media agencies.

Over the journey, that’s three major media buying shops that Matthews has been instrumental in building.

Campaign Brief has always appreciated Matthews’ views on media, which are typically to-the-point and delivered without fear or favour.

Perhaps most famously, in December 2000 he took a huge swipe at The West Australian’s MD, Denis Thompson, over remarks the latter had made at an AFA coffee morning. Thompson had questioned the experience and knowledge of local media buyers. Matthews took up the fight on behalf of the media buying sector and wrote a blistering reply: “When was the last time Mr Thompson spent at least one hour at the coalface observing or engaged in transactions/negotiations with the average, obviously young and obviously inexperienced Perth media buyer to form such an opinion, let alone announce it to the industry as a fucking trend for Christ’s sake!“

It was pretty gusty stuff given The West’s position in the marketplace.

The stoush with Thompson notwithstanding, Matthews enjoys the respect and indeed friendship of Perth’s major media operators. His self-effacing style belies a razor sharp media brain and ability to negotiate firmly, fairly and with a minimum of fuss. As one major media boss succinctly put it to Campaign Brief recently: “Without question, Fatal is the most influential and respected media identity in this state.”

He may also be the funniest man in advertising. His sense of humour is legendary and enduring. His turn as MC of Martin Whittle’s farewell from Southern Cross Austereo last year was delivered with his inimitable deadpan dry wit that made the occasion an hilarious but heartwarming tribute to his great mate.

As competitive and demanding as this industry is, there are some people who also manage to make it great fun along the way – none more so than Alan ‘Fatal’ Matthews. Legend.