Never before in the history of humanity have we experienced the adoption of cultural movements by individuals and groups across borders and worldwide at incredible speeds, with profound impact. These movements influence how individuals think, act, feel, and directly determine which brands they choose to engage with– and ultimately buy.
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.
Creating moments with consumers is not our end game. We focus on creating moments with consumers that are worth it – moments that mean something and drive brand affinity and ultimately sales. Our expertise is blending the digital and physical worlds to unite people and brands through experiences of all shapes and sizes. We believe in the power of brand action by reaching beyond data to create the kinds of disruptive, creative experiences that people aren’t soon to forget.
The retail category changes constantly, it’s incredibly competitive, and while some people would find this a little maddening – we think it’s a total blast. Not to toot our own horns, but we’re pretty good at it. Why? We know the retailers. We influence shoppers throughout their buying journey shortening the distance between awareness and purchase. We understand e-commerce. We believe in brand building. And we measure the right metrics. From creating multi-brand events to helping brands win the digital space, our seasoned shopper experts know how to drive conversion.
Sustainable growth is a good thing. For many brands, it’s a unicorn, something that only lives in some fantastical happy place. For our clients, it’s pretty real. That’s because we don’t just deliver creative messaging willy nilly. We know how to tap into a deeper understanding of today’s cultures. We can deliver creative messaging that’s more relevant to whatever is happening right now, in the right groups, at the right moment. We call it hacking cultures. And it’s changing everything for our clients’ brands.
We identify audience movements through conversation mapping and a-depth analysis of movements through D.N.A. – our construct for breaking down movements worth activating.
With an in-depth understanding of the problem, we identify growth audiences and establish the right motivations through a quantified importance-satisfaction analysis.
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.
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.
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?
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.
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.
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?
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.
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.
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?
