Matt Zavala is the Chief Creative Officer at MSL, where he leads the agency’s earned-first creative practice. With more than twenty years of experience across top creative, advertising, and PR agencies, he has partnered with brands including Kellogg’s, P&G, Unilever, Google, Mercedes-Benz, and L’Oréal. Zavala’s work has been recognized with some of the industry’s highest honors, including Cannes Lions, PRWeek Awards, SABREs, D&AD Pencils, The One Show Awards, and Shorty Awards. One of his most recognized campaigns is “See My Skin” for Vaseline – winner of the Cannes Lions and WARC Grand Prix for Brand Purpose, a Cannes Gold Lion for Brand Experience, and many more. Beyond the awards, it became a meaningful force in advancing skin-health equity and brand building. He has served as a judge for The Effies and the Clio Health Awards. At the heart of his approach is a commitment to mentoring diverse, next-generation creative talent and developing ideas that help shape and shift cultural perception.