Matter New York (formerly MPG Concepts) is now part of Matter

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The Matter Group, the largest content marketing network in the Netherlands with offices in Amsterdam, Antwerp, and New York City, today announces its relaunch as an integrated creative network with the new tagline: “Unlocking your full potential.” With a staff of more than 130 top-level experts across content creation and digital marketing, Matter creates high quality and impactful content that gets the best out of people and brands. Matter brings together four agencies: Matter New York in New York City, MPG and Social.Inc in Amsterdam, and Gicom in Antwerp, to create a significant and innovative international content marketing player.

“Over the past year we have listened carefully to our clients and closely examined all developments in the market,” said CEO Olivier Smit. “On this basis, we have further sharpened our services and optimized the synergies between the four agencies. Through this repositioning and the expertise within the agencies, we are reshaping content marketing – a field that we helped create internationally back in the 1980s with Allerhande, the in-store magazine that rapidly became the Netherlands’ favorite food magazine.” MPG Concepts has translated that success to the United States with Savory, an omnichannel food platform for Ahold Delhaize supermarkets.

Storytelling, strategy, creativity and data

With its new content model, Matter is seamlessly merging storytelling, strategy, creativity, technology, and data using a Headless Content approach. This allows for content creation that touches the customer’s heart, delivers results, and can be deployed efficiently and organically across platforms and channels. Matter New York, based in New York City, is already using this cross-media content approach for Peapod Digital Labs, a division of Ahold-Delhaize, transforming in-store magazine Savory, launched in 2015, into a thriving omnichannel food platform.

Truly impactful content is created when strategy, concepting, creation and distribution merge seamlessly, with data and technology as driving forces. But you only get that flywheel moving with a group of driven people.

Expertise

Each agency within the group brings its own expertise to Matter’s new positioning, inspiring employees to unlock their own full potential. Says CEO Smit: “Truly impactful content is created when strategy, concepting, creation and distribution merge seamlessly, with data and technology as driving forces. But you only get that flywheel moving with a group of driven people. There is tremendous energy in our organizations to take our clients to the highest level.”

About Matter

Matter is a fast-growing international network of marketing and content agencies that helps brands reach their full potential. To do so, Matter uses technology and data to drive creative, high-quality content. Matter’s network is continuously expanding and consists of SOCIAL.INC, MPG (Amsterdam), Matter New York and Gicom (Antwerp). The joint agencies work for Aedes, Ahold Delhaize, AkzoNobel, A.S. Watson, Bloemenbureau Holland, DA, Enexis, Flexa, Gall & Gall, FNV, MediaMarkt, Nederlands Veteraneninstituut, PWN, Rabobank, Rituals, SPAWW and Unilever, among others.