Name: Kent Matlock
Profession: Advertising & Public Relations
What is your age? 55
I have contributed/changed the advertising and marketing industry by: Consistently bringing my very best for over 30 years.
For Kent Matlock success can be measured in the numbers, but the most meaningful work has been the work that was the most painful. As Chairman and CEO of Matlock Advertising and Public Relations, Matlock has stayed the course and built one of the nation’s leading authorities on multicultural marketing. For over 20 years, Matlock Advertising and Public Relations has created award-winning campaigns for some of the world’s most recognized brands.
A father to a 19-year-old, a son and a brother to two siblings, Matlock’s rise did not come without its share of challenges. “There have been times over the years where there was constant pain,” Matlock tells BE Modern Man. “For example, representing Coretta Scott King and being with her before the establishment of the national Dr. Martin Luther King Jr. holiday and throughout many other milestones and challenges in her lifetime.”
It is within these challenges that an uncommon understanding of their clients and their unique markets emerge. Matlock and his team excel in designing extraordinary brand experiences that engage multicultural consumers. “To have in my lifetime contributed a body of work that embodies intelligence of the mind, integrity in one’s relations and a passion in one’s implementation and execution is a testament to my dedication to what I do and believe.”
As a young person Matlock had opportunities to work on global brands for big brand-builders like Coca-Cola. “The most powerful thing was being able to learn from people who knew how to do things in a world-class way and being able to adapt to the changing times, technology and innovation to continue to not just be right, but also to win in the marketplace,” Matlock tells BE Modern Man.
During the 80’s soft drink consumers were leaning towards low- or no- calorie brands and the Coca-Cola company needed a big idea. “One
of my favorite advertising and marketing campaigns was the introduction of Diet Coke in the 80’s,” says Matlock. “Observing the introduction of new Coke and the change of course that it required was a great campaign to be a part of.”We know that engaged consumers become loyal customers who sustain brands and enhance reputations. Whether it is through advertising, public relations or crisis management, we maximize and protect our clients’ most valuable assets: their brands and reputations.
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Authentic engagement is still at the heart of building loyal customers who sustain brands. As we move deeper into a social world Matlock says that he would like to see more authentic communications and approaches to the marketplace. “I was always a student of David Ogilvy (an advertising executive who was widely hailed as “The Father of Advertising”). His philosophy was to not talk to the consumer like they’re an idiot. For the last couple of decades, many have gotten away with superficial relationships with consumers and superficial dedication to the values of their brands, and they are vulnerable now.”
Matlock Advertising and Public Relations understands the importance of protecting its clients’ most valuable assets: their brands and reputations. In the same way that brands’ stories must be exposed, so must the stories of men of color in advertising. “We must also find ways to build authentic relationships so that people can grow to value how much we value ourselves,” Matlock tells BE Modern Man. “There is great opportunity here in the street, in the marketplace of ideas and innovation, where courage is the currency of your outcome; where principles – not personality – inspire you; where the sense of impacting others is more important than the selfishness of a ‘rah rah’ fan club because you love more than what you see in the mirror.”
Driven to not only envision his future, Matlock feels obligated to live what he believes which means contributing to others. “I am trying to live every day to be a good
father, a decent son, a quality, loyal brother – someone who behaves with honor and expects honor to be conducted in my presence,” says Matlock. “Ignorance of any shade, hatred of any means is not acceptable anymore. I believe my time here may be very short, but if it is long or short, it has a window. Every day I get up, I hope to open that window and leave and – come back or not – to live like I love what I have just done.”The BlackEnterprise.com team commends Kent Matlock on his years of service and dedication to the advertising industry. Truly a pioneer in the industry, Matlock and his team have been able to stay true to their core values while providing exceptional service the clients they serve. We are excited to provide our audience a glimpse of the BE Modern Man that Kent Matlock is.
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