Matt Labonge

Artifact Nonfiction is a marketing agency that creates content for some of the world’s best-known consumer and entertainment brands, including Disney, Harley Davidson, and Bethesda Softworks.

Current responsibilities:

Lead all agency strategic and client services, working with brands to develop creative strategies and produce high-impact content that connects with audiences across a range of media.

• Partnered with Disney Interactive to introduce Marvel and Star Wars characters into the Disney Infinity universe and become the #1 toys-to-life brand.
• Leverage Artifact’s documentary capabilities to create “real people” campaigns for products ranging from Nissan trucks, ShockTop beer, Marvel toys, and Bethesda Softworks horror games.
• Advise start-ups such as DailyMVP, El Silencio Mezcal, and bSpot on their core consumer positioning.

Responsible for all new business development.

• Including lead generation, concept development, and final pitch.

Serve as agency GM, managing a team of producers, designers, writers, editors and strategists.

• Develop and implement internal processes, run daily staff meeting, manage budgets and schedules.
• Executive produce Artifact original productions, including criticalpathproject.com.

Led global communication and creative strategy for the launch of Disney Infinity, the most ambitious brand in the division's history, generating over $1.5B in revenue.

• Developed positioning, name, logo, and creative asset strategy.
• Led agency review and produced all advertising assets, including video, digital, and social content.
• Led cross-functional team in the planning and execution of campaign, including PR, media, retail, research, synergy, and international.
• Managed relationships and obtained approvals on plans and creative with all IP stakeholders.

Developed and executed global marketing strategies for Disney/Pixar multi-platform games.

• Developed multi-million dollar media plans across digital, broadcast, and Disney owned media.
• Led cross-functional team in the planning and execution of campaign.
• Produced all advertising assets, including all social, digital, and video content.

Created integrated online, social, mobile and console brand strategies for Disney/Pixar brands.

• Delivered recommendations to senior team on product slate, platform mix and revenue forecasts.
• Worked with other Disney business units and content partners to align priorities.

Participated in Disney’s Emerging Leader Institute.

• Required executive nomination and senior management approval.

Developed and implemented strategies to grow DCP’s market share in the boys 6-11 segment.

• Evaluated new film and TV properties in development to identify those with franchise potential.
• Studied research, market trends and retail analytics to guide product development and marketing.
• Secured consensus on strategy from global offices, key licensees, and other Disney divisions.

Led the integration of Club Penguin into DCP’s portfolio of brands.

• Managed the long-term franchise growth of Pirates of the Caribbean and The Chronicles of Narnia
• Worked with filmmakers, licensees and retailers on the launch of merchandise programs for new theatrical releases, including The Incredibles, The Chronicles of Narnia, Pirates of the Caribbean, and Cars.