Author Archives: Matt Kurowski

Brand Activation Manager

Matt Kurowski, Brand Activation Manager

As a Brand Activation Manager, Matt is involved in brand-building engagements for various JPL clients. In addition, Matt works closely with several of JPL’s clients to provide overall strategic direction and marketing guidance. Prior to joining JPL, Matt was a Senior Brand Manager at Under Armour, where he managed the company’s collegiate marketing efforts. Matt also has extensive advertising agency experience in account service and strategic planning roles.

Brand – Deliver Every Day.

Matt Kurowski

Over the years, we’ve helped several of our clients develop their brands. We methodically step them through the process and work together to build a brand that is differentiated from the competition in a way that is relevant to their customers.  Then we hand them their new brand and say “OK, good luck!” Not really. Developing an [...]
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Are you holding your campaigns accountable?

Matt Kurowski

In the old days, advertising budgets were apparently bottomless. Companies poured money into funny, entertaining campaigns that won lots of awards for the agencies that produced them. Media buys were planned out months in advance, and adhered to for the duration of the campaign – no matter what. And clients were told that, somehow, someway, [...]
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Research — How "I think" becomes "I know."

Matt Kurowski

“You’ll never win a subjective argument.” These words of wisdom were imparted to me by a supervisor early in my marketing career. It was in response to one of those client disagreements in which young, inexperienced account executives sometimes find themselves involved. You know, the ones that go something like this: “I think green is better.” “Well, I [...]
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Who Is Your Target?

Matt Kurowski

Let’s pretend your company makes light bulbs.  Everybody needs light bulbs, right?  So, that would mean that your company’s target is everybody?  Well, maybe not.  The temptation to market to a broad audience, rather than a narrow one, is understandable.  More potential buyers = more potential sales.  In this economy, we’ll take sales where we can [...]
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