Draft:MTW Agency
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Comment: In accordance with the Wikimedia Foundation's Terms of Use, I disclose that I have been paid by my employer for my contributions to this article. MTW Agency Staff (talk) 18:49, 15 October 2026 (UTC)
MTW Agency, also known as More Than Words, is a culture marketing agency based in Los Angeles. Founded by Matt Ferrigno and Diana Dotel, the company specializes in talent and brand partnerships, influencer marketing, entertainment marketing, and experiential activations.[1][2][3][4]
History
[edit]Ferrigno and Dotel established MTW to develop partnerships between brands and talent. Before co-founding the agency, Dotel worked in concert promotion and live entertainment. The agency's early work included collaborations involving music artists and consumer brands. [3][4]
In 2022, MTW was named culture agency of record for Patrón Tequila. The appointment included work on the brand's cultural strategy and audience connections.[5]
Operations and selected work
[edit]MTW's services include influencer partnerships, cultural marketing strategy, music and film partnerships, creative development, and campaign measurement. The agency describes its influencer selection approach as talent-agnostic, selecting partners according to the brand and intended audience. [1]
In a 2025 Pollstar interview, Ferrigno discussed influencer marketing alongside festival activations and tour sponsorships. Examples included HBO Max's sponsorship of Sueños and Patrón's sponsorship of Becky G's tour, with influencers attending events and sharing their experiences through social content.[6]
MTW has also worked on brand partnerships involving Bad Bunny and adidas, Becky G and Patrón, SZA and Grey Goose, and Carín León and Cash App. A 2024 Forbes contributor profile discussed the agency's role in developing partnerships between brands and recording artists. [4]
For HBO Max's Romeo Santos: King of Bachata campaign, a Shorty Awards entry credits Ferrigno, Dotel, and MTW account executive Natalia Saavedra. The entry describes experiential activity in New York, a festival partnership in Los Angeles, an influencer screening in Miami, and social activations.[7]
Recognition
[edit]At the 2026 SABRE Awards North America, More Than Words (MTW) was credited alongside BBH USA, M Booth, and OMD on the Patrón campaign, "How PATRÓN Tequila Turned Censorship into the Campaign." The campaign received the Platinum SABRE Award for Best in Show and the Integrated Marketing award.[8]
External link
[edit]References
[edit]- 1 2 "Our Services". MTW Agency. Retrieved 2026-10-15.
- ↑ "MTW Agency | LinkedIn". www.linkedin.com. Retrieved 2026-10-15.
- 1 2 Sprouls, Frannie (2024-06-27). "Latinos in Music Q&A: Diana Dotel, MTW". Hispanic Executive. Retrieved 2026-10-15.
- 1 2 3 Fuller, Eric. "MTW Agency Helps Create Brand Strategies Which Are More Than Words". Forbes. Retrieved 2026-10-15.
- ↑ Copans, Victoria (2022-03-08). "Post-Pandemic Entertainment Marketing: Q&A With MTW Agency Co-Founder Diana Dotel | Live Design Online". www.livedesignonline.com. Retrieved 2026-10-15.
- ↑ King, Ariel (2025-05-09). "Branding Survey 2025: On Brand And In Command - Pollstar News". Retrieved 2026-10-15.
- ↑ "Romeo Santos: King of Bachata - The Shorty Awards". shortyawards.com. Retrieved 2026-10-15.
- ↑ "2026 Winners". PRovoke Media. Retrieved 2026-10-15.
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