Matter bundles labels and opts for clear direction toward the future

Matter is taking a clear course under one name. Our labels MPG, SOCIAL.INC, Gicom, and Matter New York are merging into a single brand: Matter. Together, we share one sharp focus, helping brands and retailers grow through editorial content ecosystems that create value, build trust, and strengthen commerce.

Cohesion as a success factor

Our choice of a unified focus is a conscious step. The world of content is changing at lightning speed and attention is more fleeting than ever. Separate campaigns or one-off posts are not enough to touch and hold your target audience’s attention. Brands need stories that are relevant, memorable, and build trust. Retailers are looking for content that not only inspires, but also pays off commercially within their own platforms.

That’s why Matter focuses on developing editorial content ecosystems for brands and retailers: sustainable formats and cohesive stories that align with a brand’s vision and values. Spread across all channels, they form one recognizable message that truly sticks.

“The market demands focus. One brand, one clear direction: content that creates value. Especially in retail media, the opportunities are huge. We’ve been helping retailers monetize their reach with quality content for years, and now we’re scaling that up. With AI as the accelerator and human creativity as a guarantee of meaning.”
– Angelique de Hont, Managing Director Matter

Human first, AI-assisted

At Matter, we combine the creativity and editorial expertise of our people with AI-driven workflows, from smart agents to full agentic processes. AI accelerates and personalizes our work, but it’s the creativity and craftsmanship of our editors, strategists and designers that deliver true impact and distinction. This is how editorial content becomes scalable and unique.

Building growth together

With this clear direction under one name, we help brands and retailers stand out in an increasingly fragmented media landscape.
Our approach; driven by editorial ecosystems, enhanced by people and AI, brings coherence and delivers measurable growth.
This way, we create not only content that gets seen, but stories that stick and drive sustainable growth.

Questions or discuss opportunities? Contact Eefje.

Eefje Gubbens is Matter’s Director of Partnerships & Growth and helps brands and retailers get more out of their content. Ask your question or make a no-obligation appointment and discover how Matter can give your brand more direction, rhythm and return on investment.