North American consumer engagement agency Match Marketing Group announced today the launch of two new agencies, Public Label and Match Retail, in a re-imagination of how the group will continue to offer high impact creative solutions for clients in today’s evolving marketplace.
The announcement follows an extensive overhaul and modernisation of the agency’s unique expertise, offerings and go-to-marketing approaches. Match Marketing Group will remain the organisational unit that will oversee the two new agencies, which will operate independently.
Public Label is a North American independent creative marketing agency. Built upon Match Marketing’s legacy of success in integrated, experiential, shopper and digital marketing, Public Label raises the bar with its investment in talent from all corners of the industry, and with an enhanced offering that combines creative and strategy with data and technology to solve complex business challenges. There is also a renewed focus on understanding the connection between audience motivations and cultural movements to unlock opportunities that matter most to brands. Public Label describes this approach as “using intelligence and creativity to hack cultures.”
“Over the past year we have shifted the way we bring brands to market – connecting brands, cultures, and understanding audience motivations to drive growth,” said Brian Cohen, CEO of Match Marketing Group. “With Public Label, we have invested heavily to create a new mindset of mastering the nuances of human behaviour by ‘hacking’ popular cultures, and by understanding what motivates those audiences to take action.”
The new approach has already led to success for existing clients including Progressive, adidas, Fujifilm, Mars Wrigley, Dreyer’s Grand Ice Cream, OZO and the recently relaunched Ford Bronco.
Eric Moncaleano, who was appointed ECD earlier this year, will oversee creative for Public Label.
“We are thrilled to finally introduce Public Label to the world,” said Eric. “We are made up of thinkers, dreamers and doers who are passionate about creating work that shifts perspective and inspires positive action. Our integrated, idea-led approach is already having an impact – resulting in more meaningful insights for our clients, and fostering a more unified, collaborative, creative culture internally.”
Public Label’s leadership team includes: Eric Moncaleano, ECD; Brian Kittelson, EVP brand strategy and commercialisation; Anne Dean, SVP, marketing solutions; and Gary Westgate, VP, creative.
Match Retail emerges in a move that solidifies its reputation as a leading sales, merchandising and branded retail agency for major brands across North America. Match Retail’s expanded capabilities include an increased investment in upfront associate training and data and analytical assessments to further differentiate its offerings in the marketplace.
The agency, which helps brands get 'retail ready' and drive conversion in traditional shopping environments, has been operating for over 12 years. Current clients include LG, Rogers Communications, TELUS, Nespresso, Danone and L’Oreal, among others. For Rogers and TELUS, Match created a national wireless kiosk business called WOW! Mobile Boutique that operates within shopping malls across Canada. Match Retail currently runs 83 locations and manages end-to-end retail including kiosk management, sales and productivity, marketing and merchandising, supply chain, HR, operations, training and development.
Match Retail’s leadership team will be co-led by Vanessa Schnekenburger, managing director; and Greg Quick, managing director.
“Match Marketing has been designing and executing retail-driven services for more than a decade,” said Vanessa. “With our proven track record and potential for growth, it made sense to organise and invest in a much larger way. By doing so, we’ve given Match Retail a focused investment strategy that gives us a competitive advantage in the marketplace while also providing our teams the opportunity to step into the spotlight and get the recognition for the amazing work they do.”
Since being acquired by private equity firm Southfield Capital in 2018, Match Marketing Group named new leadership in 2019 with the appointment of Brian as CEO who was tasked with creating a new vision to grow the agency, building a strong and engaging culture to attract the best talent, and delivering innovative marketing solutions for clients.
As part of this new organisational design, the agencies are streamlining operations between two hubs: Boulder, Colorado and Toronto, Canada. Public Label will be based in Boulder and Toronto, while Match Retail will remain in Toronto where its retail operations have been based.