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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.

Read our story

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 ambitious ecommerce and direct-to-consumer brands, multi-location businesses and financial services brands that have outgrown their current marketing engine and need senior people close to the strategy and the work.

The name

Why “Hale”

hale /hāl/ adjective

Strong and healthy. Unencumbered.

hale /hāl/ verb

To compel to go.

That's what we think an agency should be for you. Strong and healthy in how it's run, unencumbered by layers of process and junior hand-offs, and built to move your business forward.

Co-founders Matt Bergmann and Michael Perry

Co-founders Matt Bergmann and Michael Perry

Our story

Built by agency leaders who wanted something better.

Co-founders Matt Bergmann and Michael Perry spent their careers inside advertising agencies, and have successfully built and sold multiple agencies along the way.

Over those years they kept seeing the same patterns in how agencies are owned and run, and the same places where clients got frustrated. So they created Hale to be better. Period.

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.

The typical agency: senior people manage, and clients spend their time with the most junior layers.

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.

Hale: senior people work directly with every partner, with specialists brought in only when the work needs them.

What makes us different

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.

Being selective about who we work with means we can focus on partners who value our insight, in the areas where we know we can make a real difference.

What selective means for you

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.
Process supports speed, agility and performance. With the right partners and senior people, we don’t need layers of systems to manage the work.
Every partner is roughly the same size and scope, so we never manage a whale with the tools we use for a minnow.

What a senior-led team gives you

Marketing that’s 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 team

Led by people who've done this before.

A senior team of 30+ experienced, passionate marketers across Toronto, Calgary, Vancouver and New York.

Meet the team

Matt Bergmann
Co-Founder & President
Michael Perry
Co-Founder, CTO/CIO
Lindsay Goodyear
SVP & Managing Director

We’ve worked with some of the top brands across North America

The pressure to grow is real. If you’re stalled, here’s where to start.

Find out your HALE score. Apply for a Growth Audit and we’ll dig into all of your accounts to understand exactly what’s throttling your growth, where current resources or agencies aren’t keeping up, and what needs to change.

Find out what’s holding you back