Match Marketing Group Splits Services Into Specialized Agencies

Consumer engagement agency Match Marketing Group announced today the launch of retail marketing agency Match Retail and creative marketing agency Public Label to offer specialized services to existing clients. Match Marketing Group will continue as the organizational unit overseeing the agencies, which will operate independently, but will cease operating as an agency brand. The move is part of a broader overhaul at Match Marketing Group following the appointment of Brian Cohen as CEO last year. Cohen told Adweek that the organizational shift had been set to launch in the spring but was delayed in light of the pandemic. He added that the pause gave the company time to better hone its strategy, and that heading into 2021 looked to be an ideal time to officially launch Match Retail and Public Label. He explained that the evolution also provided clarity in its offerings for business development, with parallel new business teams operating independently but in conversation with one another. Based in Boulder, Colorado, Public Label grew out of Match Marketing's legacy in digital, integrated, experiential and shopper marketing. The new agency combines creative and strategy with data and technology, with a focus on connecting audience motivations with cultural changes. "Cultural movements are driving innovation. We built a platform that allows us to tap into that quickly and get to better solutions," Cohen told Adweek. "We're focused on understanding audiences and what motivates audiences so that we can drive not just growth but sustainable growth." Public Label's current clients include Adidas, Dreyer's, Fujifilm, Mars Wrigley and OZO, as well as work on the Ford Bronco brand relaunch in July, led by executive creative director Eric Moncaleano. "We are thrilled to finally introduce Public Label to the world," Moncaleano said in a statement. "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." The agency's leadership team also includes svp of marketing solutions Anne Dean; evp of brand strategy and commercialization Brian Kittelson; and vp of creative Gary Westgate. Based in Toronto, Match Retail focuses on branded retail, merchandising and sales, and is co-led by managing directors Greg Quick and Vanessa Schnekenburger. "Match Marketing has been designing and executing retail-driven services for more than a decade. With our proven track record and potential for growth, it made sense to organize and invest in a much larger way," Schnekenburger said in a statement. Match Retail's current clients in Canada include Danone, LG, L'Oreal, Nespresso and Rogers Communications. While initially focused on the Canadian market, Cohen hinted that a future expansion into the U.S. was a consideration. The shift will include further investments into data and analytics at both agencies, with an approach involving working with the right external partners rather than relying exclusively on internal data resources. "What we didn’t want to do was be beholden to additional data resources or own a full suite of data resources. We wanted to commit to independent data resources nimble enough to get us insights needed to get us to solutions in as close to real time as possible," Cohen explained. "We built a platform that allows us to tap into that quickly and get to better solutions." Cohen characterized Match Marketing Group's latest evolution as another step in a process of continual reinvention to keep up with client needs, which he said would include future investments. "If we've finished this project, we're dead," he said. "You can't sit still in this business because you’re going to get lapped."