Related: PR Firms Directory · Industry Leaders · MikeWorldWide (MWW) Firm Profile · The 2011 IPG Buyback
Updated: June 3, 2026. Originally published June 8, 2012.
In June 2012, MWW unveiled a new corporate identity — a new logo and a new tagline: "Matter More." The rebrand followed the firm's 2011 management buyout from Interpublic Group and was designed to signal independence, cultural distinction, and a sharper client value proposition.
Michael W. Kempner, founder and CEO, framed the move at the time:
"After our buy back, it was clear to us that MWWPR needed an entirely new look and feel to match our independence, our pride, and our culture and values… While our tagline is new, our philosophy is not. For more than 25 years, MWW has aimed to 'matter more' to our clients and employees, the communities where we do business, and to help our clients matter more to their stakeholders."
The rebrand extended beyond identity work. MWW renamed its 15-story Meadowlands headquarters "The MWW Building" with new signage rights — a public marker of the firm's restored independence. The agency's nine offices, website, and social channels were rolled into the new identity at the same time.
Executive vice president Jared Hendler summarized the positioning: "In an environment where so many messages and brands are competing for space, MWW knows that brands have to do more than just matter, they have to 'matter more.'"
What followed
"Matter More" carried the firm's positioning for nearly a decade. In 2021, MWW rebranded again as MikeWorldWide — a reflection of the firm's geographic and practice expansion. The 2012 rebrand remains the moment MWW visually broke from its IPG-era identity and committed to a sustained independent run that continues today, including the 2025 acquisitions of Berk Communications and HudsonLake and the build-out of the firm's PRISMA Labs.ai platform.
FAQ
When did MWW rebrand to "Matter More"?
The new identity and tagline were unveiled in June 2012, on the heels of the firm's 2011 management buyout from Interpublic Group.
Who led the rebrand?
Michael W. Kempner (founder and CEO) led strategy; Jared Hendler, then executive vice president, oversaw the visual identity work.
What replaced "Matter More"?
MWW rebranded again in 2021 as MikeWorldWide, the firm's current identity.
