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One of the first minority- and woman-owned agencies in the Northeast has recently announced its internal sale to two of the firm’s senior leaders.
MORE Advertising has been a community staple as a purpose-driven communications agency dedicated to igniting positive social change in Watertown, Massachusetts.
The agency partners with clients to create inclusive, meaningful campaigns and brands that empower communities and address systemic inequities.
Originally founded as causemedia, inc. in 1997, the agency rebranded as MORE Advertising in 2012. It has established itself as a leader in social issues-based marketing campaigns and branding.
Being a minority- and women-owned business has set it apart from other integrated marketing agencies.
MORE has developed and launched campaigns addressing substance use stigma and vaping harms as well as promoting the use of HIV/AIDS preventive medications and trusted sexual and reproductive health services.
The largest accounts the agency has acquired to date is when it was chosen to create and lead campaigns for the Commonwealth of Massachusetts to promote receiving the COVID-19 vaccine.
It is also certified by the Greater New England Minority Supplier Development Council, Massachusetts Supplier Diversity Office and the Women’s Business Enterprise National Council.
Founder and CEO Donna Latson Gittens said that while stepping back from the leadership of MORE Advertising is bittersweet, she could not be more confident in the future of the agency under Megan Palamé and Beth LePage.
“I am incredibly proud of the firm that (Managing Partner and President Judi Haber) and I have built, which centers around behavior change and cause-driven campaigns. We know that what we created remains in extremely capable hands, with leaders who understand the importance of social change and public health advocacy because they have been essential in shaping our mission,” she said.
“Megan and Beth will continue to push boundaries, create transformative campaigns and amplify voices that need to be heard. I am thrilled to see our legacy carried forward under their leadership,” she added.
Haber said that she believes Palamé and LePage will co-author an exciting next chapter for MORE.
“They bring a combined 25 years of experience with this firm and a deep commitment to advancing what we have built. The agency’s future is bright with the talent of our entire team behind them,” she said.
Palamé is assuming the role of CEO and LePage will serve as chief operating officer and chief financial officer. Both women have been crucial in shaping MORE’s strategy, growth and campaign successes.
“MORE has always been about amplifying causes that matter,” said Palamé. “We will maintain that focus and continue to develop groundbreaking strategy and creative work to address some of the most pressing public health and social issues of our time.”
Palamé and LePage also talked about continuing to incorporate the values of diversity, equity, inclusion, accessibility and belonging as they helm the next chapter of MORE advertising, as it helps them to better serve the community.
“MORE has always been about amplifying causes that matter. We will maintain that focus and continue to develop groundbreaking strategy and creative work to address some of the most pressing public health and social issues of our time,” Palamé said.
The agency’s work has earned many MarCom, Communicator, Telly, Viddy and Aster awards since it was founded, including the Platinum Viddy Award for its campaign to bring attention to local Community Behavioral Health Centers and two Platinum International MarCom Awards for its campaigns to raise awareness among parents and teens about the dangers of vaping and to encourage hesitant adults to receive the COVID-19 vaccine.
Along with being proud of these accomplishments, the women also shared that they were proud of the agency’s partnership with the Massachusetts Department of Public Health, where they worked together to develop a multimedia campaign to educate community members about antiabortion centers in June 2024.
The campaign was the first of its kind in the nation, ran in many languages and was on social media platforms, billboards, radio and at bus transit locations.
Gittens said that as she and Haber reflect on the agency’s history and growth, they take immense pride in how their work has advanced important social causes.
“We have always sought to create campaigns that make a meaningful difference by challenging the status quo, empowering communities and helping to encourage positive behavior change.”
Understanding the foundation laid by Gittens and Haber, Palamé and Lepage said they share a strong passion for continuing their work and legacy.
“This transition represents continuity and evolution. Donna and Judi have set a high standard of excellence, and Megan and I are ready to build on that foundation as we work to take the agency to new heights,” LePage said.
Gittens and Haber will remain engaged during a transitional period and will serve, alongside the new owners, on a newly formed, five-member board of directors to support the next phase of MORE’s growth.
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