The Second Row - One Year Later

Early last year, I made the decision to go all in on The Second Row. Almost a full year later, I can say with absolute confidence that it was the right decision. After 13 years at Matter, one of the top creative communications agencies in the country, it was time for a new challenge.

As I segued into the next phase of my career, I wanted to concentrate on the aspects of the work at Matter that I really enjoyed most: namely the creation and production of awesome written, visual and moving content. This is at the core of The Second Row.

Thanks to some fantastic client opportunities in 2017, I’ve been able to create and contribute to some outstanding campaigns and projects, some of the highlights include:

  • Arity - Spun out of Allstate in 2016, Arity is a technology company focused on transportation. My work with them has been focused on messaging and content strategy as well as a range of thought leadership initiatives, including byline articles and high-level executive events
  • iRobot - At the beginning of the year I collaborated with the iRobot executive team and the company’s amazing marketing group to produce their annual ‘Vision Book’
  • ShareIQ - Working closely with the Berlin-based founder/ CEO and the Vice President of Marketing in NYC, I helped the martech innovator refine its web and social presence. I also got the chance to do some good old-fashioned media relations, securing a feature in TechCrunch to coincide with ShareIQ’s U.S. launch
  • T1D Exchange - Along with the marketing and advancement teams at T1Dx, I helped create The Village, an integrated digital marketing and social media campaign, highlighting the crucial components of the type 1 diabetes community

One year into this venture, here’s what I know: The Second Row does not and will not traffic in bullshit, delivered via slick, yet useless PowerPoint presentations packed with marketing jargon and high-level clichés. That farce, practiced by many an agency and consultant, almost universally leaves clients holding the bag, with no one there in the ‘trenches’ to help you figure out the next steps.

The Second Row works closely with each client to understand their complex corporate, sales and marketing goals. Helping them translate their vision into impactful narratives and great content that consistently produces top-notch quantitative and qualitative results.

If this is what you or your organization needs, then drop me a line ( If not check in and let me know the best books or articles that you’ve read lately!




Matt Landry