Tony Mattson has left his post as managing partner of strategy at UM London to become head of strategy at Havas Media Group’s Forward Media.

Forward launched in 2014 following Havas’ Telefonica global account win, and operates in 20 markets across Europe and Latin America.

With experience working across an array of sectors including financial services (MasterCard), alcohol (Bacardi-Martini), media (BBC) and charity (Marie Curie), Mattson said he is delighted to be joining Forward Media.

“They are pioneering a new model of ‘organic-first’ marketing, with a genuine drive towards integration and innovation,” he said. “Allied to this, they have an entrepreneurial, challenger spirit with great ambitions to grow.”

Mattson will report to managing director Ed Cox when leading strategy on the O2 account and boosting the agency’s profile.

“Tony is a top strategic thinker with a proven track record, and exactly the sort of talent we need as we move from our start-up phase into year two as a business,” said Cox.

“He’s going to make a big difference to both our clients’ business and to how we develop and grow as agency. We’re delighted to welcome him onto the team.”