Content promotions and branded entertainment agency, Upfront, has hired Matt Jagger as its new director and equity partner in the business.

With over 15 years’ entertainment and marketing experience, he joins the company from Naked Communications, where he was creative partner and head of branded entertainment. He set up the branded entertainment division, which was responsible for branded content, entertainment partnerships and IP, for the agency in 2007.

During his time at Naked he was integral in winning the Foster’s account and developing the award-winning comedy content platform, ‘Foster’s Funny,’ which to date has featured brand new original content from Alan Partridge, Vic Reeves & Bob Mortimer and The Fast Show. He also secured the partnership between McFly, McDonalds and The Mail on Sunday for an in-store and newspaper covermount promotion.

In his newly appointed role as a director of the business, Jagger will work across all agency activity ranging from branded entertainment, promotions, partnerships, content and talent. He will predominantly focus on building up the agency’s branded entertainment business - which includes remaining as a consultant on the Foster’s account - as well as the agency’s promotions clients including Nestle CPW and Associated Newspapers.

He will also be key in growing the agency through new business and developing new services, particularly sponsorship, an area where Upfront is already active through its reputation management and brand partnerships service for entertainment talent such as Kelly Rowland etc.

With stints at the top level at Universal Music UK, Mercury Records Ltd and Ministry of Sound Ltd, Jagger has a wealth of entertainment content and talent experience and his branded entertainment expertise spans across a number of sectors including comedy, sport, fashion and TV as well as music. Given his front line entertainment industry background Jagger will also be involved in Upfront’s talent management and formats businesses.

Gary Davies, co-founder and managing director of Upfront, says: “Entertainment content and talent is now an integral part of successful marketing campaigns and they lie at the heart of everything we do for our clients. With Matt’s wealth of experience, business thinking and determination, he’ll maintain a high-quality output across the board and will offer a strong contribution to the acceleration of our business development.”

Matt Jagger, director of Upfront, adds: “Upfront is an industry gem for those who are in the know, its roster of clients features the world’s most recognised brands including Nestle, The Times, Amex and Microsoft. The product and talent of an agency has never been more important, so it is a great time to join Upfront. It really walks the walk when it comes to entertainment, branded content and promotions and is trusted for delivering effective marketing with great results.”