Why Small Media Agency Craft & Commerce Is Joining CMO Organisation MMA Global

Left, Mark Barker, Craft & Commerce founder, right, Greg Stuart CEO of MMA Global

MMA invites progressive, small agencies to join and tap its unique knowledge and insights

​Reasoning that data and measurement are the keys to clients getting greater business results from marketing, Craft & Commerce has joined MMA Global, a non-profit industry body for CMOs where the headiest conversation on all things data is taking place. While C&C is its first small agency member, MMA Global is looking for more.

Small U.S. media agencies typically look to join the 4A’s and maybe sidle up to the ANA. But Craft & Commerce is a media consultancy led by former marketers that brings media strategy together with growth science and modern measurement in ways atypical for a small agency.

According to co-founder Mark Barker, C&C is focused on helping next-gen ambitious brands solve their toughest growth challenges and find smarter, sharper, and more sustainable ways to scale without overspending. Navigating growth for these CMOs who need cohesive strategy takes a different approach to data – in particular, closing the gap between media metrics and marketplace measures of real sales and profit growth. That makes MMA Global a natural partnership vs. the usual agency groups.

“It’s no secret the CMOs of growing brands are expected to do more with less, at a moment when the ground beneath them is constantly shifting,” said Mark. “MMA Global is the association where critical new approaches are taking shape. Being able to help inform those growth frameworks and translate insights in real-time for our brand partners gives them a critical competitive advantage.”

Led by CMOs, MMA Global has become a central meeting ground for major marketers, data providers, and media platforms dedicated to boosting marketing productivity. As the only marketing trade organisation that brings together the full ecosystem – marketers, martech and media companies working collaboratively – MMA Global invests millions of dollars in rigorous research to create actionable tools. The organisation has produced many many marketing firsts and revolutions in marketing attribution, artificial intelligence, personalisation, measurement, marketing data and customer experience, creative, marketing org and more. C&C’s focus lines up with MMA’s leading-edge research, including the brand as performance initiative, AI-driven personalisation, and moveable middles growth framework.

Craft & Commerce’s membership opens the MMA Global door to other small agencies.

“While we have built the MMA working with the largest marketers and solutions providers, we recognise the profound contribution progressive, smaller agencies make to a broad swath of clients,” said Greg Stuart, CEO of MMA Global. “Our vast investment in making marketing matter more can level the playing field for the smartest small agencies. Bringing them into the association can extend our mission and deliver more powerful, lasting change to the entire advertising ecosystem.”