Independent agency VIA has appointed Matt O’Rourke as chief creative officer, marking a significant leadership move as the agency seeks to expand its presence with national consumer brands. O’Rourke, who began his tenure on January 15, reports directly to CEO Leeann Leahy and will oversee creative direction across all client accounts, including major national brands such as Arm & Hammer, Klondike, and Golden Corral.
The hire represents VIA’s decision to reinstate a dedicated senior creative leadership role after the agency experimented with alternative organizational models. This strategic pivot underscores the agency’s recognition that the current advertising landscape demands a specialized creative voice to navigate increasingly complex brand challenges and evolving media environments.
In discussing the appointment, Leahy emphasized O’Rourke’s distinctive qualifications for the moment. “Matt is exactly the kind of creative leader this moment demands,” she told ADWEEK. “He represents a new generation of creativity, one that understands how audiences behave, how media evolves, and how creative is expected to perform in the real world.” This characterization points to a broader industry trend where creative excellence must now encompass not only artistic vision but also measurable business impact and audience psychology.
O’Rourke brings two decades of advertising experience to VIA, having led creative efforts for an impressive portfolio of globally recognized brands. His background includes work with Paramount, Netflix, Sony, Nike, Burger King, Taco Bell, Volvo, Levi’s, Coca-Cola, Nintendo, and Xbox. Beyond traditional agency work, O’Rourke co-founded SUPER SERIOUS, a creative development company focused on imaginative storytelling and innovative collaborations.
Throughout his career, O’Rourke has demonstrated a philosophy centered on receptivity and openness to unexpected opportunities. In reflecting on his professional evolution, he has emphasized the importance of being responsive to emerging possibilities rather than being rigidly attached to predetermined career trajectories. This adaptive mindset appears particularly valuable as the advertising industry continues to transform through technological advancement and shifting consumer behaviors.
The search for VIA’s new creative leadership consumed an entire year, suggesting the agency’s commitment to finding the right fit for its strategic direction. This extended timeline reflects the competitive talent landscape in senior creative roles, where top executives often have multiple opportunities and agencies must present compelling visions to attract proven leaders. VIA’s patience in the recruitment process suggests confidence that O’Rourke represents the ideal match for the agency’s ambitions.
O’Rourke’s appointment also signals VIA’s confidence in the agency model itself during a period of industry consolidation and transformation. While many agencies have been absorbed into larger holding companies or have experimented with decentralized creative structures, VIA’s decision to strengthen its executive team through a dedicated CCO role demonstrates faith in independent agency capabilities. The move positions VIA to compete more effectively for national consumer brand accounts that typically require sophisticated creative leadership and strategic oversight.
The reinstatement of a chief creative officer role at VIA reflects broader industry recognition that creative leadership functions cannot be easily distributed or delegated without compromising coherence and vision. After a period of experimentation with alternative models, the agency’s return to a centralized creative authority suggests lessons learned about organizational effectiveness and brand consistency.
As O’Rourke settles into his new position, VIA’s investment in strengthening creative leadership will likely influence how the agency competes for new business and serves existing clients. His mandate to oversee creative direction across all accounts places him in a position to shape VIA’s creative culture and establish standards for the work emerging from the agency. For an independent agency seeking to expand its national brand portfolio, having a respected creative leader of O’Rourke’s caliber at the helm represents a significant competitive advantage in an increasingly crowded marketplace.