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About Hale
We created Hale because the agency model was broken.
Founded in 2024 by a group of career agency leaders. Hale was built for what marketing actually needs today and in the future, not 20 years ago.
A fast-growing, proven performance marketing agency.
Hale is a fast-growing and proven performance marketing agency supporting clients and team members across North America, with offices in Toronto, Calgary, Vancouver and New York.
We work with consumer, ecommerce, retail, food and beverage, and financial services brands that have outgrown their current marketing engine and need senior people close to the strategy and execution.
Our services connect strategy, paid media, organic, SEO, website, analytics and AI search into one growth system.
Our story
A group of career agency leaders decided to do something different.
The agency experience is broken. The majority of agencies are built on the foundation of junior talent. Clients end up spending most of their time with coordinators, managers and “specialists”, and the senior talent spend most of theirs managing that junior workforce.
Co-founders Matt Bergmann and Michael Perry spent their careers inside that model, long enough to see exactly where it failed the brands it was meant to help.
So they created Hale to be better. Period. Senior people stay close to both the thinking and the execution, and the services work as one system.
What makes us different
Built for better. And better means selective.
We’re built for better. We hire only senior talent, and we empower them with simple structure, minimal admin and clear goals. We reward partner performance and communication, and give the team the authority to do what’s needed, when it’s needed.
We’ve stripped out complicated, agency-centred processes. They’re often cumbersome and don’t help the client at all. Our marketers spend their time being great marketers and winning for our partners.
Better means selective. We’re selective, and you probably are too. Finding the right agency is about finding the right partner, and it should be a two-way street.
- Account leads have a maximum number of relationships, typically eight, sometimes fewer.
- Meeting time isn’t restricted. If you need to meet with us, we’ll meet.
- Headspace is protected. Our teams aren’t over-tasked or spread too thin.
- Every partner is roughly the same size and scope, so we never manage a whale with the tools we use for a minnow.
Marketing should be strategic, measurable and accountable to business growth.
Senior judgment beats more hands. The right call, made earlier, is worth more than ten people moving in the wrong direction efficiently.
Connected execution beats disconnected tactics. Paid, organic, web, email, and analytics working as a system consistently outperform the same channels working independently.
Diagnosis before prescription. More budget on a broken system just makes the problem more expensive.
Honest reporting over comfortable reporting. If the data doesn't support the decision, change the decision.
The name
Why “Hale”
hale /hāl/ adjective
Strong and healthy. Unencumbered.
hale /hāl/ verb
To compel to go.
The team
Led by people who've done this before.
About 20 full-time people, and around 35 including our regular contractors, across Toronto, Calgary, Vancouver and New York.
Matt Bergmann
Co-Founder & President
Michael Perry
Co-Founder & CTO
Lindsay Goodyear
SVP & Managing Director
Brands we have worked with
Clients include ASICS, SAXX, Saje, Roots, Orangetheory Fitness, Fratello Coffee Roasters, High Liner Foods, Libro Credit Union, Bromwich+Smith, Vitruvi, Staples, Holt Renfrew, Nixon, Silver Jeans Co., NatureFresh Farms, Grand & Toy, Atlantic Lottery and Herzing College.
The pressure to grow is real. Here's where to start.
Apply for a Growth Audit. If it's a fit, senior strategists will find what to fix first.