Kershaw will report to the BBH director of content, Mark Boyd, and will work on a number of undisclosed content clients at the agency.
In his 13 years in the media, Kershaw has had stints at companies including Kiss FM, The Guardian, the BBC and Channel 4.
At MTV, he was responsible for the broadcaster's digital media activity across TV, mobile and internet. In 2005, he launched four mobile TV channels for the broadcaster. This year, his department was responsible for the launch of Overdrive, MTV's internet- protocol TV service that allows viewers to watch on-demand content on their PCs, and MTV Flux, a social network based around an interactive TV channel.
Boyd said: "Since we set up, we have been looking for people with skills that combine creative insight, business experience and media industry contacts. In Matthew we have someone who fulfils those requirements."
BBH launched its content division in 2003. Headed by Boyd, its team works on projects for 80 per cent of BBH clients. Its highest-profile project was the UK's first branded digital TV channel, the Audi Channel, which launched in November 2005.