Meet our
Global Strategy Director

Matthias
Gray

Global Strategy Director

Contact Matthias

“Investment in knowledge pays the best interest”. Benjamin Franklin’s words, Matthias’ ethos.

Matthias has worked in planning and strategy for several leading agencies over the last 12 years.

His work at Freedman involves fine-tuning the localisation process, implementing best practice, overseeing market research and insights, and directing a team of in-market strategists. By providing global brands with vital cultural insights and a strategy-led localisation process, Matthias ensures that they can always get their messaging right in any market.

Matthias’s work ethos is inspired by Benjamin Franklin: “An investment in knowledge always pays the best interest.” Matthias believes that global brands should invest in their cultural understanding, especially in today’s complex world shaped by emerging markets, empowered and diverse audiences, complex cultural codes, and hyperlocal channels.