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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. Most agencies are built on a foundation of junior talent: junior teams manage senior clients, specialists work in silos, and strategy gets sold and then handed off.
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.
Hale is their answer. Senior people stay close to both the thinking and the execution, and the services connect instead of competing for credit.
What makes us different
Built for better. And better means selective.
Most agencies grow by adding headcount. Senior leads hand off to junior execution, and the person who understood the business best stops doing the work.
Hale is built the other way. Experienced strategists and practitioners stay close to strategy and execution throughout, which means fewer layers, faster pattern recognition and sharper priorities.
That only works if we're selective about who we take on. We hope you're selective too: finding the right agency is about finding the right partner, and it should be a two-way street.
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 makes the problem more expensive, not smaller.
Honest reporting over comfortable reporting. If the data doesn't support the decision, the decision should change, not the data.
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.