Welsh Entrepreneur who overcame adversity awarded Honorary Fellowship
Originally from Newport, Matt left school at 14 without any GCSEs and found himself living in a bedsit funded by social services.
However, it was during a daily walk to the YMCA - while unemployed at the age of 16 - when Matt saw an Army recruitment advertisement that inspired him to enlist, marking a pivotal turning point in his life.
Matt, 43, is now Founder and CEO of Rebel Lion Advertising and Marketing, based in Cardiff with offices in London, Manchester and New York City. The company works with high profile clients including the Football Association of Wales, Britvic, London Palladium and Marshall Arts Entertainment. Red Lion achieved a seven figure turnover in year two.
Having held senior positions in the UK advertising industry, Matt founded his first creative advertising agency, S3 Advertising, in 2011, which he grew into a multimillion pound national business that was later sold through a management buyout.
Matt has highlighted how the pivotal Army recruitment advert showed him first-hand the impact communications can have and how it was his inspiration to go into advertising.
On receiving the Honorary Fellowship from Cardiff Metropolitan University, Matt said: “To be honoured by Cardiff Met in this way means more than I can explain. I didn’t finish school. I didn’t go to university. I came from care, joined the Army, and built my life through resilience, mistakes and discipline.
“This Fellowship isn’t just for me, it’s for every young person who’s been told they won’t make it. You don’t need a perfect past to build a powerful future. You just have to keep showing up.”
In 2021, Matt’s entrepreneurial flair also saw him appear on the BBC’s Dragons’ Den, where he secured investment for and raised the profile of his skincare brand, MESOA. His appearance on the show also gave him the opportunity to discuss male mental health, having struggled himself over the years.
In his first business, S3, Matt launched the S3 Academy which partnered with Welsh universities to give students work experience and develop their skills in a real-world setting. Around 300 graduates went through the academy over four years, with more than 10% of these securing permanent jobs with his company. So far, Matt has employed over 100 people in Wales, 50% of these originally started at his academies.
During the graduation ceremony at Wales Millennium Centre, Matt gave an inspirational speech to students from the School of Management: “As I stand in front of you today, not as someone who had it easy, but as someone who earned this moment, I say this to every graduate. You are enough. You are ready. No one gets to define your limits but you. There is no perfect route. There is only the route you build. Lead with your heart. Lead with your fire. Don’t wait to be chosen. Choose yourself. And whatever stands in your way, face it.”
Matt has won multiple national awards, including the prestigious Great British Entrepreneur of the Year Award for the Creative Industry in 2017, 2018 and 2019 plus industry awards issued by The Drum and the RAR Digital Awards.
Professor David Brooksbank, Senior Dean of Cardiff School of Management said: "Having faced a challenging start in life, Matt exemplifies what can be achieved through hard work and dedication. He has made a significant impact on the Welsh business community, building an outstanding commercial track record as a serial entrepreneur leading multimillion pound organisations.
“Matt is deeply passionate about developing people and inspiring younger generations to thrive, regardless of their background. It is a great honour to present Matt with an Honorary Fellowship, and we look forward to working with him in the future."
Alongside his business success, Matt has been awarded industry fellowships with the Chartered Institute of Marketing (CIM) and the Royal Society of Arts, Manufactures and Commerce (RSA). He has also been accepted into The Chartered Management Institute (CMI) as a Chartered Companion.
Now living with his family in the Vale of Glamorgan, Matt enjoys supporting causes which align with his values; including a year volunteering for the Welsh Amateur Boxing Association as Director of Communications and a partnership between his brand, MESOA Skincare and Brotectors, helping to break the stigma around men’s mental health.