At Public Label, our mission is to help brands recognize and align with consumer’s motivations and cultural movements and understand what compels them to make the choices they do. We identify and harness cultural trends by tapping into what people already believe in to build stronger brand affinity and loyalty, which results in actions that drive conversion, which ultimately leads to brand growth.
The retail category changes constantly and while some people would find this a little maddening – we think it’s a total blast. From creating multi-brand events to helping brands win the digital space, our seasoned shopper experts can do everything to blow your brand up.
We bleed experiential. Not really, but well…you get the point. We reach beyond data to create disruptive experiences people aren’t soon to forget. Because like they say, actions always speak louder than words.
Car nuts. Corgi lovers. Adults who paint-by-numbers. Meet the integrated agency created to hack into the cultures of today’s world. When we unlock groups of people who share interests, we shake up brands.
meet the team
brian kittelson
CEO
Brian isn’t just a seasoned executive with more than 20 years in this business. He’s a hybrid of both consumer and retail expertise. That’s a big deal, especially when you’re tasked with solving the kinds of marketing challenges in today’s world. He spent most of his career at General Mills where he built their shopper marketing organization and grew some of the world’s biggest brands. With a passion for the outdoors and fitness, you can often find Brian out exploring or training for his next big adventure.
erica calhoun
svp, head of experiential
Erica creates memorable moments for our team and our clients and has had a career full of her own. She joined the agency from Dentsu Aegis’ MKTG where she led their experiential division, chaired their DE&I Council and worked with clients like Microsoft, Pillsbury, AT&T, Google, Wells Fargo and Pepsi. She helped launch the WNBA, is a Hall of Fame member, was a Billboard finalist with Drake and a track and field Athlete of the Decade. When she’s not spending her free time serving on boards, building communities or making playlists she’s attending live events herself. Did someone say Beyonce?
gary westgate
vp, creative director, canada
Gary brings ECD leadership experience from creative agencies like TAXI, Anomaly, Downtown Partners, Ammirati and Innocean. He’s spent years creating award-winning work that defined brands, ranging from global positionings to #1-voted Super Bowl spots. Gary passionately believes ideas must be worth the attention. Along with developing trusting relationships with peers and clients which is what Gary values the most.
Check out Gary’s portfolio here to learn more about the work he’s done!
matt rader
SVP, Integrated Marketing & Analytics
There’s no one who understands client needs like someone who has walked in their shoes. Matt has spent 20 years in those shoes at Energizer, Playtex, Edgewell Personal Care and Bestfoods. He’s won Effies, launched a Schick shaving brand that delivered 80% incrementally to the franchise and has numerous innovations still on the shelves today. As a result, he masterfully creates solutions that meet the needs of both sales teams and retail buyers and ultimately delivers incremental growth for his clients.
carey mason
diversity & inclusion advisor
As one who has felt the impact of race throughout his life and reaped the benefits of his family enabling him to be a first-gen college graduate, Carey became a DEI professional after a successful career as a senior global executive for ADP. He looks at our processes and practices through a DEI lens to keep us advancing our efforts to maximize opportunities for diverse employees and recognize the impact the work we create has on the world at large. He currently serves on a number of boards including Out Boulder County who received critical acclaim and a CDC grant for their work getting COVID-19 vaccines to the LGBTQ+ community.
erin keller
VP, New Business Development
Accomplished in New Business Development and Operations, Erin’s behind-the-scenes knowledge has proven to be an invaluable asset in developing long-term relationships between her clients and the top Marketing agencies she has worked with. The years spent with top Marketing agencies has helped Erin consult with her clients to determine the best approach for their business which ultimately leads to creating award-winning campaigns that move quickly to market. With a background across a wide range of categories, Erin brings unique approaches to ways of working.
brian kittelson
CEO
Brian isn’t just a seasoned executive with more than 20 years in this business. He’s a hybrid of both consumer and retail expertise. That’s a big deal, especially when you’re tasked with solving the kinds of marketing challenges in today’s world. He spent most of his career at General Mills where he built their shopper marketing organization and grew some of the world’s biggest brands. With a passion for the outdoors and fitness, you can often find Brian out exploring or training for his next big adventure.
erica calhoun
svp, head of experiential
Erica creates memorable moments for our team and our clients and has had a career full of her own. She joined the agency from Dentsu Aegis’ MKTG where she led their experiential division, chaired their DE&I Council and worked with clients like Microsoft, Pillsbury, AT&T, Google, Wells Fargo and Pepsi. She helped launch the WNBA, is a Hall of Fame member, was a Billboard finalist with Drake and a track and field Athlete of the Decade. When she’s not spending her free time serving on boards, building communities or making playlists she’s attending live events herself. Did someone say Beyonce?
gary westgate
vp, creative director, canada
Gary brings ECD leadership experience from creative agencies like TAXI, Anomaly, Downtown Partners, Ammirati and Innocean. He’s spent years creating award-winning work that defined brands, ranging from global positionings to #1-voted Super Bowl spots. Gary passionately believes ideas must be worth the attention. Along with developing trusting relationships with peers and clients which is what Gary values the most.
Check out Gary’s portfolio here to learn more about the work he’s done!
matt rader
SVP, Integrated Marketing & Analytics
There’s no one who understands client needs like someone who has walked in their shoes. Matt has spent 20 years in those shoes at Energizer, Playtex, Edgewell Personal Care and Bestfoods. He’s won Effies, launched a Schick shaving brand that delivered 80% incrementally to the franchise and has numerous innovations still on the shelves today. As a result, he masterfully creates solutions that meet the needs of both sales teams and retail buyers and ultimately delivers incremental growth for his clients.
carey mason
diversity & inclusion advisor
As one who has felt the impact of race throughout his life and reaped the benefits of his family enabling him to be a first-gen college graduate, Carey became a DEI professional after a successful career as a senior global executive for ADP. He looks at our processes and practices through a DEI lens to keep us advancing our efforts to maximize opportunities for diverse employees and recognize the impact the work we create has on the world at large. He currently serves on a number of boards including Out Boulder County who received critical acclaim and a CDC grant for their work getting COVID-19 vaccines to the LGBTQ+ community.
erin keller
VP, New Business Development
Accomplished in New Business Development and Operations, Erin’s behind-the-scenes knowledge has proven to be an invaluable asset in developing long-term relationships between her clients and the top Marketing agencies she has worked with. The years spent with top Marketing agencies has helped Erin consult with her clients to determine the best approach for their business which ultimately leads to creating award-winning campaigns that move quickly to market. With a background across a wide range of categories, Erin brings unique approaches to ways of working.
