Thompson Adds Marketing Muscle




Matt Mohr Comes Aboard As Executive VP, Chief Operating Officer
DALLAS–The Thompson Agency has tapped a former Pace Foods marketing official to boost its strategic planning and new business capabilities.
Matt Mohr, who was manager of consumer marketing for Pace sauces from 1987-96, was named to the newly created post of executive vice president and chief operating officer at the $20 million agency in San Antonio, Texas.
Mohr spent the past two years at San Antonio-based financial products and services company Clarke American. He said he was interested in joining The Thompson Agency after president Ken Thompson outlined the shop’s commitment to a strategic planning discipline.
Thompson commissioned a consultancy three years ago to poll San Antonio-area clients–including The Thompson Agency’s roster–on what a shop needed to bring to the table.
“Ken told me what they wanted to do was in response to research that was [based] on what several clients in San Antonio wanted,” said Mohr.
Besides his own planning background, Mohr will bring client-side contacts that Thompson said have already contributed to two out-of-region pitches in the new executive’s first week on the job.
“He’s going to wear several hats,” said Thompson, who added he was looking to fill the post with a client-side veteran. “His contacts in the business world allow us to do things I always wanted to do and expand our efforts outside of San Antonio and outside of Texas.”
Mohr’s 10 years of experience for Pace occurred while the brand paved the way for category development that allowed picante sauces to outpace ketchup as the nation’s most popular condiment.
Among strategies Mohr helped oversee were the linking of branding efforts across advertising, promotions and public relations, as well as co-branding efforts with other companies and organizations, including the National Pork Producers Council.
Mohr led a Campbell Soup (owner of Pace Foods) project team in 1995 that teamed with Kraft Foods to produce a Pace Velveeta Picante Con Queso brand.
Prior to joining Pace Foods, Mohr helped develop consumer marketing programs for General Motors and Eveready batteries, according to the agency. He was also with Litton Industries.