Omnicom marketing agency TMA has appointed David Matathia executive vice president, strategy. He was most recently head of strategy at FitzCo in Atlanta. Earlier he was a strategy lead on key accounts at Omnicom agency GSD&M.  

Kathleen Colditz, current EVP strategy, retains that post and is adding new responsibilities as the lead on scaling and expanding the agency’s proprietary Cultural Resonance Score (CRS) across the agency and Omnicom Advertising Group. 

Colditz served as one of the principal architects behind CRS, which was unveiled in 2023.   

The study measures both a brand’s standing in culture and identifies actions that can be taken to improve a brand’s cultural resonance, thereby driving growth.  

TMA explains that resonance is built through awareness as well as through four pillars:  

A brand’s Cultural Resonance Score is calculated as an average of the four pillars. 

The inaugural study found that Amazon was the most resonant brand among the general population while YouTube was number one among Gen Z.    

This year’s study focused on the spirits category given the importance of fourth quarter sales to that vertical. The agency estimates that the holiday season accounts for up to 40% of annual spirits sales.