Matt O’Rourke, CCO, has officially joined independent agency VIA as its new Chief Creative Officer, strengthening the agency’s leadership as it expands its work with national consumer brands. His appointment follows a year-long executive search focused on finding a creative leader capable of driving performance-oriented creativity in a rapidly changing media environment.
 
Beginning January 15, O’Rourke reports directly to CEO Leeann Leahy and will oversee creative strategy and execution across VIA’s full client portfolio, which includes brands such as Arm & Hammer, Klondike, and Golden Corral . His role places him at the center of shaping how these brands connect with consumers through insight-led storytelling and measurable outcomes.
 
Leahy described the appointment as a strategic move aligned with the agency’s current growth phase, noting that modern creativity must respond to shifting audience behavior and evolving media channels . Industry analysis supports this view, as the role of creative leadership increasingly blends brand building with performance metrics and business results, according to Forbes Agency Council .
 
The addition of Matt O’Rourke, CCO, signals VIA’s commitment to elevating its creative output while meeting the expectations of national consumer brands that demand both relevance and return on investment. As consumer engagement strategies continue to evolve, agencies are placing greater emphasis on creative leaders who can integrate data, media, and storytelling, a trend also highlighted by Harvard Business Review’s analysis of how top brands are rethinking customer engagement .
 
With VIA deepening its relationships with established consumer brands, O’Rourke’s leadership is expected to influence campaign development, creative culture, and long-term brand positioning. His appointment reflects a broader industry shift toward senior creative roles that balance innovation with accountability, ensuring creativity delivers tangible business impact.

Key Takeaways

  • Matt O’Rourke has been appointed Chief Creative Officer at VIA after a year-long executive search
  • He will report directly to CEO Leeann Leahy and lead creative strategy across all clients.
  • VIA’s client roster includes major consumer brands such as Arm & Hammer, Klondike, and Golden Corral.
  • The appointment underscores VIA’s focus on performance-driven creativity and national brand growth.
  • The move aligns with broader industry trends redefining the role of creative leadership.

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