Matt Hirst

Matt is strategist, researcher, writer and marketer who has spent his career at the intersection of business and culture. As a Managing Partner at West, Matt sits across the firm’s studio engagements and portfolio companies, ensuring that the full breadth of his own and the team’s experience is deployed to create the maximum value and impact. 

Matt started his career at The Futures Co. (WPP) as a research and analyst, both in London and New York where he worked on innovation and consumer research projects for Diageo, P&G, Unilever Coca Cola. 

He then moved to Red Bull where he spent nearly a decade, first in London, then Los Angeles, working alongside athletes and cultural innovators to conceive, roll out and scale audacious, disruptive experiential and media projects. In the UK he was responsible for the brand’s work with athletes and sponsorships in music, action sports and motor sports. In the US, as National Director of Culture he built their music program from the ground up, including (at its height) programming over 500 live shows a year, running a month long festival in New York and Los Angeles, creating and producing documentary and scripted content and working with cultural icons like Coachella, SXSW, Lollapalooza, Outkast, Smashing Pumpkins, Eminem and many others to create unique, highly innovative event and media properties. 

From there he moved to Google as their Global Head of Brand Experience, where he experienced first hand the opportunity (and often disconnect) between technology, brand and marketing. At Google, he was responsible for marketing programs for search and maps (including the Google Doodle) and the Google Lunar X Prize, an amateur space race which he memorialized in a documentary, produced with JJ Abrams and Bad Robot. 

Matt advises a number of companies in the culture and tech space and sits on the board of Switcher Studio, a West portfolio company. He is the co-founder of AGEIST, a media and research consultancy dedicated to reinventing life after 50. His writing and research has been published in The Economist, Financial times, The Guardian amongst others, and he spoke at Tedx in New York in 2019.  

He has an undergraduate degree in Psychology and a masters in Media and Cultural theory, and is passionate about long distance running, mountains, music, cooking and being a father of two.