SSG announces rebrand to Matter

Brand experience agency SSG has rebranded to Matter to reflect changes within the agency over the past 25 years and also the changing agency landscape.

Roger Smith and Ross McGinn, joint managing directors of Matter, formerly SSG
Roger Smith and Ross McGinn, joint managing directors of Matter, formerly SSG

SSG believes the rebrand will help to emphasise the agency’s design specialisation within a crowded marketplace.

The London-based agency is headed up by joint managing directors Ross McGinn and Roger Smith, with Angus Clark as operations director. 

Client wins in the last 12 months include HSBC, Soap & Glory, Accolade Wines, Jagex and British Rowing. The agency has also worked with Adidas, Fairline Yachts, Motorola, HTC, TNS and Waitrose.

Speaking to Event, joint managing director Ross McGinn, said: "We are rebranding to reflect the shifts within the agency and the changing agency landscape. Having delivered many successful projects for brands, the perception of SSG had become more akin to an event agency – we want to re-focus on our specialisation of design – from strategic design through spatial design to digital and detail design – with the capacity to partner with other specialists to tailor our response for each client’s requirements."

He continues: "Our belief is that the agency landscape is a crowded one with an unspecified general offer from many agencies – clients are asking for clarity and we believe the future is in specialisation." 

Reflecting on the agency’s new name, McGinn explains: "Our new name reflects the transformation within the business – a culmination of over 25 years of blending the talents of architects, designers, producers and strategists to pioneer the translation of brands into meaningful and innovative solutions: brand experiences that 'Matter'."

More: In May 2014, SSG announced plans to target the US and South American markets

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