Bigger is not better, better is better. Mad Smarts & Kapow strategically amplifies strengths in your company’s DNA. We help you win against larger competitors with a footprint that scales with you. So you pay for only resources you require, not a lumbering backbench of do-nothing crumbs. Stop working with dinosaurs. They take an arm and leg.
Every company has a unique DNA–data and information that gets expressed in the marketplace. The facts are not right or wrong, but they do exist: vestigial campaigns that are no longer active in popular culture, past marketing missteps. Our strategies alter which particular genes inside your business are currently getting amplified. We think mad smart. Then we identify the right combinations of media and message to evolve your conversation.
We are a studio positioned over a surprising reservoir of talent and experience. Sure, everybody talks about scaling up–spending more and more is the easy part. Nobody talks about scaling down. Your budget may not always require a deep bench of problem solvers. We are experts. We have the precise resources on deck to assemble your team rapidly–seamlessly–evolving industry leading professionals into your workflow. Nobody can do what we do at this cost.
Yes, the customer should know what hit them. We cannonball into the messy sludge of data armed with our expertise and experience to solve highly complicated business challenges, often at breakneck speeds. We’re ruthless on your behalf. We only emerge from this Proterozoic pool of single-celled thoughts once we build that shiny new alien artifact, the Idea, that will change audience behavior in the marketplace. Our results are proven.
Our world is flat. Circumnavigating the office to chase down approvals from redundant agency executives sounds expensive. That’s because it is. Layers of bosses produces layers of opinions. But getting tossed about from office to office only makes the work sick. We do not shuffle your trust to the most junior teams while charging you for senior-level talent. The Partners sit with you and listen–to create your unique amplification formulation. The most important opinion here is yours.
Subscribe to a different methodology. One that promotes fighting weight. We comprehend the struggle with procurement strategies and legacy commitments. MS&K is employed on monthly subscriptions that can be turned on and off.
Our partnership gives you AOR-skilled talent without AOR-sized commitments. You never have to hire us on a 12-month contract with a shutdown period that endures for months–without work even coming to you. You get to think big, start small, and act fast. By founding our model on nimble content, owning the machinery of Production, we created a new marketing agency that is relentlessly efficient.
SERVICES OFFERED:
You won’t find a Creative Executive quite like Charlie Noback. From the very beginnings of his career he made a name for himself selling and producing big brand TV spots for Coors Light, Gatorade, John Deere, Killians, and many others–the most by a Junior Copywriter in any given year at FCB. This success put Charlie in demand by the country’s top Ad Agencies and he spent over a decade consulting on strategy and creative content during big global pitches–clients like Nissan, Porsche, Bud Light, Ritz-Carlton, Harley-Davidson, Toyota and many others.
Charlie embodies the amplification principles–possessing the expertise and experience to choose the correct marketing options from this array of solutions and budgets. He embraced digital marketing early and was a repeated creative resource for pioneering digital powerhouse Tribal DDB. He is an expert consultant for social, events, and public relations firms. He worked pitches for legendary shops like BBDO New York, Cramer-Krasselt, Cutwater, RPA, Publicis Groupe, Omnicom and others. He is an award-winning art director and copywriter by trade who now brings his expertise to bear direct-to-clients.
At Mad Smarts & Kapow, Charlie's work on client Reebok profoundly contributes to the company as they innovate the fitness space. He continues to work on new initiatives for the storied organization, whether it’s naming their flagship running shoe or creating content for digital and social media.
As part of an integral team for Shopify, he consulted the C-Suite executives across Canada–helping them relaunch and evolve the Unite Conference (the annual innovation conference for entrepreneurs the world over). He continues to work for several international medical companies, including Nipro–for which he created the branding and naming behind the successful Makoto and DualPro systems.
He is honored to be an Editor’s Choice in Creativity Magazine and Adweek. Whether it’s writing speeches for executives, crafting communication campaigns for legendary sports cars or originating marketing technology for feature films, pharmaceutical ventures, and global brewing companies, Charlie is always ready to jump in and start producing ideas. Like pronto. He loves to contribute advertising work for non-profit organizations such as Futures Without Violence, headquartered in San Francisco–as well as developing campaigns for Seattle Education Access (a program that help puts kids living on the street into college). Every once in awhile he leaves a marketing meeting and thinks he should have been a Viking. Every other day, he’s grateful to work in advertising.
With 20 years of expert strategy, brand planning and research experience, Mark lifted clients at some of the most heralded agencies and research firms: CP+B, Y&R, mcgarrybowen, Leo Burnett, JWT, Carmichael Lynch, Hall & Partners, and Millward Brown. During that time, he learned storytelling, clarity, and inspiration needs to come to the table, or you shouldn’t even be sitting at the table. We're thankful he's decided to make his own table for the last year at MS&K. The smarts are always there, but he can't decide if his table manners have improved or not.
Mark has had a hand in ground-breaking work that showed results for Verizon, LG, P&G, Kraft, Wrigley, McDonald’s, Gatorade, Harley-Davidson, and many others.
Mark possesses a BA in Sociology and History from the University of Michigan, as well as being a Miami Ad School (MAS) Boot Camp graduate. Not content with being only a MAS graduate, he continues to share his knowledge with the next generation of planners by teaching at MAS on several occasions. They may have pretended to listen.
In his spare time he does things with his spare time. But he has yet to do much of anything with a spare tire. Except in Lodi or Rockford. But that was many spare times ago.
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