New Campaign Pushes Agency-Shaped Product

Every ad agency wishes it could have an earlier hand in shaping the products it’s hired to sell. So contends John Matejczyk, executive creative director at MUH-TAY-ZIK/HOF-FER, whose shop got a crack at that dream.
MTZHF, based in San Francisco, launched Web and print campaigns the week of Feb. 21 for iMeet, a Web video conferencing tool that aims to be user-friendlier than its tech-centric predecessors. It’s also poised to roll out a set of new national TV spots—the “World’s Greatest Meetings”—starting March 7. But the agency didn’t just cut the ads for global telecoms firm PGI; it helped develop the product.
“We drove the train from a design and UI and concept experience. We creative directed it,” Matejczyk said in an interview with Adweek. “We built the product and advertised the product all based on the same brief.”
That meant working closely with PGI CEO Boland Jones and other members of the client’s team to design an intuitive and forward-looking interface, and Unit 9 in London to produce the front end.  
The process also helped define MTZHF’s desire to be part of a new class of advertisers-plus. Matejczyk and the firm’s president, Matt Hofherr, both veterans of the business, teamed up last July. But Matejczyk first started talking about building iMeet in 2009 while still freelancing as a creative for PGI. At the same time he was working on forming the agency. “The genesis of this company was that we were designing a product before we were designing a campaign,” Matejczyk said.

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.