This week, we’re talking to Milton Lebron, Co-founder & Executive Creative Director at Might & Matter, a relatively young agency based in Miami, Florida that are looking to establish meaningful connections that go beyond mere transactions.
Might & Matter Co-Founders - Milton Lebron (left) / Andrea Lebron (right)
How was your company born and where are you based?
Might & Matter came from our desire to build a branding and marketing business on our own terms. My partner and I both come from working at some pretty big and well-known agencies and throughout our careers we have always seen opportunities to operate in this business a bit differently from the rest. In addition to the way we operate, we really wanted to bring our experience to challenger brands that may not have access to the level of service and experience that we bring to the table.
We love the challenge of differentiating these brands from the big kahunas and showing what makes them special in unique and different ways. We’re based in sunny Miami, FL, USA, which is a melting pot of cultures and a hub for international business. This provides us with unique perspective to service a variety of businesses and industries.
What was the biggest challenge to the growth of your company?
Even though we have many years of experience working for other agencies, Might & Matter is a relatively young agency so it’s all about getting our name out there and showcasing what we can do. We have to put a bit more effort into explaining what we do than some of the larger agencies, simply because we haven’t been around long enough to have built our name yet.
Also, there are a lot of barriers to entry for a young agency to service some of the larger clients. Many require you to have been in business a certain number of years before you can work with them.
Which was the first huge success that you can remember?
From the very start, because of the relationships we had built throughout our careers, we were lucky to immediately sign on some large brands for some hefty branding and rebranding projects. We know that is not the case for many new agencies and so we consider that our first huge success.
What’s the biggest opportunity for you and your company in the next year?
Having a strong brand is becoming more and more important in this day and age. There are so many brands out there that are struggling to reinvent themselves or to find their place in the market. We believe this provides a huge opportunity for us, given our focus on challenger brands.
Branding extends so much farther than just a logo and we are here to help brands really find their footing and ensuring their brand story is something that is told at every touchpoint and at each level of a business.
Can you explain your team’s creative process? What makes it unique?
The work that we create needs to be relevant and relatable. So the strategies that we use as a foundation for our projects are powered by behavioural and cultural research. Culture plays a big role in our approach.
How does your team remain inspired and motivated?
We really try to work on projects and with clients that align with our values and that we feel excited about. When you believe in what you are working on, that’s intrinsically motivating to us.
We also believe that every voice matters. When someone sees that their opinions are valued and considered, they tend to be more motivated and look to make more of an impact with what they bring to the table.
As far as inspiration, we always keep our eyes open to what is going on out in the world. You never know what will inspire an idea for us or one of our clients so we’re sure to share the love when we see something cool, whether that be a news article, a cool installation or a new song we love.
How has COVID-19 affected your company?
While we were not in business at the heart of Covid, that time really provided us with a unique opportunity to look at things differently, I think as it did for a lot of people. It gave us some time to examine our life trajectory and think about how we really wanted to spend our time, both professionally and personally. That time of reflection really propelled us to make Might & Matter a reality.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
Pentagram is always doing cool things. I admire their work and who they are as an independent design agency as well. Chermayeff & Geismar & Haviv, Collins, and King & Partners are some others that I also like. When it comes to a specific person, Sagi Haviv has inspired me with his story and approach to design .
What is one tip that you would give to other agencies looking to grow?
Leverage every connection! You never know where an opportunity might come from, so reach out to all your contacts and offer to help them. Being “salesy” doesn’t feel good on either side, so if you approach your connections or new people you meet from the perspective of helping them solve a problem they have, it makes the whole thing more authentic.
And by the way, if you’re in this industry and not looking to help people, you may be in the wrong business.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
We don’t fully agree with the concept of pitching and don’t think they present a realistic level of service for a client. Agencies over-invest time and resources that a client may never see again post-pitch. That said, most of our growth comes from referrals, reputation, and networking.
What’s your one big hope for the future of the industry?
That clients have a better understanding of the importance of a solid brand. Many companies want to transition to tactics that are meant to drive immediate conversions, and while that is an important piece of the funnel, they seem to forget that a strong brand is at the foundation of continued and long-term conversions and customer loyalty.
Do you have any websites, books or resources that you would recommend?
A few books that we would recommend are:
Logo Modernism – it is a source of pure inspiration and knowledge featuring an amazing collection of great design.
Another excellent book to have is Made by James. If you’re a designer that that wants to polish up on or create a more structured process this is good one to have in your collection.
In terms of non-industry specific books, we love Atomic Habits. It’s all about the importance of our habits and the positive, compound effect that creating small positive habits can have on your life.
