THE MARKETING ARM

What THE MARKETING ARM does

The Marketing Arm (TMA) is a privately held, full-service marketing agency founded in 1992 and headquartered in Dallas, Texas. The firm operates across eight offices spanning Dallas, Chicago, Irvine, Los Angeles, New York, Stamford, and Manchester (UK), and is structured around three wholly-owned operating subsidiaries: Alcone Marketing Group (marketing services), Fanscape LLC (marketing services), and Platinum Rye Entertainment (celebrity and IP procurement). TMA serves enterprise and consumer brands across food & beverage, insurance, financial services, automotive, retail, gaming, entertainment, and government sectors, executing 2,500+ sports, entertainment, property, and talent partnerships annually.

The agency's core technology is the proprietary Cultural Resonance Score™ (CRS), a trademarked percentile-rank (0–100) metric developed in partnership with BERA.ai that measures brand cultural impact across four pillars — Recognition, Alliance, Engagement, and Advocacy — across 4,000+ brands in 200+ sectors. CRS functions as the unifying methodology connecting TMA's service capabilities, which span brand advertising, content creation, brand partnerships, celebrity and influencer marketing, sports and entertainment marketing, physical/digital/retail experiences, gaming, social media, community engagement, and loyalty. The agency's flagship activations include the CHOSEN event connecting NFL draft prospects with brands, recurring Super Bowl creative work (State Farm, Doritos), and the annual Platinum Rye Super Poll of 1,000+ viewers on Big Game advertising.

TMA generates revenue through professional-services agency fees — project-based and retainer arrangements with enterprise and mid-market clients — delivered via direct sales relationships. Pricing is not publicly disclosed. Its GTM is field-led enterprise sales complemented by event-driven activations and thought-leadership content marketing (corporate blog, LinkedIn, Instagram, YouTube). Leadership is headed by CEO Trina Roffino (promoted 2023), CCO Harris Wilkinson, CEO of Sports & Entertainment Jeff Chown, and Chief Integration Officer Gregg Hamburger. The firm holds CCPA compliance and EU-U.S. Privacy Shield certification and is independently owned with no disclosed parent or institutional investor backing.

Name

THE MARKETING ARM

Legal name

The Marketing Arm Inc.

Website

https://wearetma.agency

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Marketing Arm is a privately held, Dallas-based full-service marketing agency serving enterprise brands across digital, experiential, social, and print channels. Through three operating subsidiaries and a proprietary Cultural Resonance Score™ methodology, it executes 2,500+ sports, entertainment, and talent partnerships annually for clients including State Farm, Doritos, and Morgan Stanley.

Ownership category

akta.pro rank

Product category

Marketing Agency Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Other Services Related to Advertising (541890)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Experiential, Event & Sponsorship Marketing (BPAFAAAH)

akta.pro secondary industries

Sponsorship Activation & Sports/Festival Experiential (BPAFAGAG), Event Staffing & Brand Ambassadors (BPAFAGAC), Experiential Staffing & Brand Ambassadors (MPAAAGAJ), Employer Brand Strategy & Talent Branding (BPAFAEAH)

Keywords

• Experiential marketing services
• Brand activation agency
• Sports marketing partnerships
• Celebrity talent procurement
• Cultural resonance analytics

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Marketing Agency Services: TMA provides marketing agency services including activations, digital, experiential, social, and print marketing on behalf of clients. Revenue is generated through agency fees for creative services, campaign development, and marketing activations.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

The Marketing Arm is a full-service marketing agency that designs and delivers brand activations on behalf of clients across digital, experiential, social, and print channels. Its work is unified by the proprietary Cultural Resonance Score™ methodology, which measures a brand's standing in culture across four pillars (Recognition, Alliance, Engagement, Advocacy) and is used to plan, validate, and optimize marketing programs including Super Bowl campaigns, sports sponsorships, celebrity/influencer partnerships, and experiential tours.

Product overview

THE MARKETING ARM is a full-service marketing agency that provides activations on behalf of clients across digital, experiential, social, and print channels. The agency operates as a unified platform organized around its proprietary Cultural Resonance Score™ methodology, which measures brand cultural resonance across four pillars: Recognition, Alliance, Engagement, and Advocacy. The core offering centers on the Cultural Resonance Score™ as the unifying metric that connects all service capabilities, which include Brand Advertising, Content Creation, Brand Partnerships, Celebrity & Influencer, Sports, Entertainment/Film+TV, Physical Experiences, Virtual+Digital Experiences, Retail Experiences, Gaming, Community Engagement, Social Media, and Loyalty. Key divisions include Platinum Rye Entertainment (talent and IP procurement) and the CHOSEN event platform for connecting brands with NFL prospects. The agency also publishes annual research including the Platinum Rye Super Poll on Super Bowl advertising.

Differentiator

Problem solved

Functional benefit

Brands

• Platinum Rye Entertainment: A division of TMA that procures talent and IP for brands and agencies, historically among the biggest buyers of celebrity talent for Super Bowl ads. Conducts the annual Super Poll survey of viewer attitudes toward Big Game advertising.

Products and services

• Cultural Resonance Score™ A proprietary percentile-rank (0-100) metric measuring a brand's impact on culture across four pillars (Recognition, Alliance, Engagement, Advocacy), used to validate and optimize client campaigns.
• Brand Advertising Strategic brand advertising services that establish a brand's role in consumers' minds, addressing the Recognition pillar of Cultural Resonance.
• Content Creation Development of branded content across digital, experiential, social and print channels to build cultural resonance.
• Brand Partnerships Facilitation of strategic partnerships between brands and cultural entities, celebrities, influencers, sports properties, entertainment, and film/TV.
• Physical Experiences In-person brand activations and experiential marketing that drive willing consumer time investment with brands (Engagement pillar).
• Virtual + Digital Experiences Digital and virtual brand experiences including online activations, gaming integrations, and digital-first campaigns.
• Retail Experiences In-store and shopper marketing activations that drive consumer engagement and brand advocacy.
• Gaming Marketing Gaming-specific marketing and brand integrations within video games and interactive experiences.
• Community Engagement Community building and management services that drive consumer advocacy and amplify brand messages.
• Social Media Marketing Social media marketing and management services that build brand community and advocacy.
• Celebrity & Influencer Marketing Talent acquisition and management for celebrity and influencer partnerships, including sports athletes and entertainment personalities.
• Sports Marketing Sports marketing services including athlete partnerships, sports event activations, and sports property sponsorships.
• Entertainment / Film + TV Marketing Entertainment marketing including film, TV, and streaming partnerships and activations.
• Loyalty Program Services Loyalty program development and management services that encourage consumers to actively amplify brand messages.
• Platinum Rye Entertainment Talent & IP Procurement Division of TMA that procures celebrity talent and intellectual property for brands and agencies; historically among the biggest buyers of celebrity talent for Super Bowl ads and producer of the annual Super Poll research on Big Game advertising.
• CHOSEN NFL Draft Prospects Event Exclusive annual event that connects top NFL draft prospects with consumer brands for networking, endorsement education, and partnership deal-flow.

Quantifiable outcome

• Brands with highest Cultural Resonance Score grew 25% more than competitors; top three grew at twice the rate of competition

Named customers13 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature1 record

Partnerships

14 partnerships are on record, tiered core.

• Platinum Rye EntertainmentcoreStrategic or Co-development Partner · 1 January 2025Platinum Rye Entertainment is a division of TMA that procures talent and IP for brands and agencies. They are historically among the biggest buyers of celebrity talent for Big Game ads and conducted the annual Super Poll survey of 1,000+ viewers on Super Bowl advertising preferences.
• Morgan StanleycoreGTM or Marketing Partner · 1 March 2023Morgan Stanley partnership for Women's Tennis Association global partnership, featuring Leylah Fernandez in 'Boundary' campaign to promote inclusivity in tennis.
• NFLcoreStrategic or Co-development Partner · 1 April 2019CHOSEN event connects top NFL draft prospects with consumer brands the night before the NFL Draft. TMA hosted 25 most marketable draft prospects with 15 top consumer brands.
• State FarmcoreGTM or Marketing PartnerMajor client relationship for NFL campaign creative, Jake from State Farm character development, Super Bowl advertising, and sports marketing activations. TMA has created multiple Super Bowl spots for State Farm.
• DoritoscoreGTM or Marketing PartnerTMA manages Doritos Crash the Super Bowl campaign and gaming activations including Fortnite partnerships and IRL experiences.
• Uber EatscoreGTM or Marketing PartnerPartnership with Uber Eats and Visa for Grants for Growth small business program and sustainable packaging initiatives in London, Madrid, Paris, Los Angeles, and New York.
• VisacoreGTM or Marketing PartnerJoint partnership with Uber Eats providing $1 million in grants for sustainable packaging solutions to restaurants in London, Madrid, Paris, Los Angeles, and New York.
• Wendy'scoreGTM or Marketing PartnerWendy's Wednesday's campaign and Final Four marketing activations.
• Advance Auto PartscoreGTM or Marketing PartnerDieHard battery campaign featuring Bruce Willis reprising John McClane role, created by TMA for Advance Auto Parts.
• Six FlagscoreGTM or Marketing PartnerCome Out and Play campaign, Funsultant creative work, and Halloween themed marketing activations.
• Morgan StanleycoreGTM or Marketing PartnerErasing Boundaries in Women's Tennis campaign featuring Leylah Fernandez, part of Morgan Stanley's WTA partnership.
• U.S. ArmycoreGTM or Marketing PartnerParade float, NCAA Final Four experience, and Pathfinder Arena marketing activations.
• Ocean SpraycoreGTM or Marketing PartnerBog Tour experiential marketing campaign.
• Pernod RicardcoreGTM or Marketing PartnerHoliday Hosting campaign.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Octagon: Global sports marketing agency representing brands in sponsorships, athlete endorsements, and experiential activations. Closely comparable to TMA on the sports and entertainment partnership side of the business, including NFL and major sports property work.
• MKG: Independent experiential marketing and brand experience agency with capabilities spanning content, partnerships, and live activations. Comparable to TMA in full-service experiential delivery and creative-led approach.
• 160over90: Full-service creative agency focused on sports, entertainment, and culture-driven brand work. Comparable to TMA on the cultural-resonance positioning and sports/entertainment client verticals.
• Momentum Worldwide: McCann Worldgroup experiential marketing agency focused on brand experience design and activation. Comparable to TMA's experiential/physical experience pillar and enterprise client roster.
• GMR Marketing: Experiential and sports marketing agency serving Fortune 500 brands with sponsorship activation, hospitality, and event-driven campaigns. Comparable to TMA in target client base (enterprise brands) and experiential activation focus.
• Sparks: Philadelphia-based experiential marketing agency specializing in brand experiences, sports and entertainment sponsorships, and event activations. Comparable offering overlap with TMA's experiential and partnership services.
• MKTG (Dentsu): Dentsu's experiential marketing and lifestyle agency covering sports, entertainment, and brand experience. Comparable to TMA across the sponsorship activation and live experience service lines.

Emerging players

• Captiv8: Influencer marketing platform connecting brands with creators across social channels. Comparable to TMA's Celebrity & Influencer practice but differentiated as a tech-enabled platform rather than full-service agency.

Broad incumbents

• Endeavor: Global talent representation and sports/entertainment company (WME, IMG, UFC). Comparable to TMA at the talent representation and sports IP adjacency, though Endeavor is a far larger public-company incumbent across the broader entertainment value chain.
• WPP (Ogilvy PR / GroupM): Global advertising/PR holding company whose Ogilvy, GroupM, and VMLY&R networks compete with TMA for enterprise marketing budgets. Comparable at the holding-company level for brand advertising and experiential work, though WPP is vastly larger and publicly traded.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@WeAreTMA.Agency
• LinkedInlinkedin.com/company/wearetma-agency
• Instagraminstagram.com/wearetma.agency
• Xx.com/wearetma_agency
• Facebookfacebook.com/wearetma.agency

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about THE MARKETING ARM