The agency world is evolving fast — with holding company shakeups, retail media pressures, and a growing need for integration across sales, marketing, and insights. I launched this series to help CPG brands make sense of it all: who’s who, what they actually do, and how to find the right fit for your business.
We’re starting with HMT Associates for a few key reasons: they’re a long-standing Shopperations partner, they’re fiercely independent and nimble, and (true to form) they were the first to raise their hand and jump in. Their speed, substance, and scrappiness make them a perfect place to begin.
In today’s complex, omnichannel retail world, brands need more than just a clever campaign — they need partners who can bring strategy to life across every shopper touchpoint. That’s where HMT Associates comes in.
I sat down with Joe Conti, Managing Director of HMT, and son of founder Patti Conti, to learn more about how this independent agency continues to thrive in an industry shaped by M&A, fragmentation, and constant reinvention.
Working together, Joe and his sister Mandi Kleppel’s leadership reflects the same values their mother built the company on — practical thinking, people-first culture, and a genuine commitment to client success over flashy trends.
HMT is proudly independent, with deep roots in the CPG industry and an unwavering focus on helping brands win at retail. Their team operates like an extension of their clients — fluent in both sales and marketing, and highly attuned to the dynamics of retailers large and small.
“We’ve had very little churn, which allows us to operate with a long-term lens. That continuity builds trust — both internally and with clients.” — Joe Conti, Managing Director, HMT Associates
One of HMT’s biggest differentiators? Team longevity. An average staff member spends almost a decade at the agency — a rarity in today’s agency landscape. That stability allows them to build long-term relationships, anticipate client needs, and provide continuity most agencies can’t match.
HMT Associates team at a client National Sales Meeting
At its core, HMT is a commerce execution powerhouse. They’re known for:
“We're not a flashy agency. We're builders. We build what our clients need without making it more complicated than it has to be.” — Joe Conti, Managing Director, HMT Associates
Where they really shine is activating regional and local customers, spanning multiple trade channels (Mass, Grocery, Drug, Convenience, among others) — a space many agencies either overlook or struggle to scale. HMT has developed a proprietary “playbook” approach that allows them to execute shopper programs across a complex retail landscape — customizing just enough to stay relevant without reinventing the wheel every time.
“One of our sweet spots is activating with regional or long-tail retail. Not many agencies want to go there, but we’ve built a playbook for how to do it well and efficiently.” — Joe Conti, Managing Director, HMT Associates
HMT is a strong match for:
“Our planners and account team members have been with HMT a long time. That means our clients aren’t constantly reteaching us their business.” — Joe Conti, Managing Director, HMT Associates
Whether they’re working with a challenger brand or a Fortune 100 CPG, HMT fits best when trust, pragmatism, and partnership are part of the brief.
For HMT, success = measurable behavior change at retail. That might look like improved velocity on a promoted SKU, stronger compliance on a new program, or incremental lift tied directly to campaign activity.
“We don't start with a creative brief. We start with: what's the retailer's objective, what’s the sales goal, and how do we help our clients win in that environment?” — Joe Conti, Managing Director, HMT Associates
They don’t just work with client marketers — they engage finance and insights teams early to build the business case and prove results. Their reports aren’t for show — they’re used to make real decisions.
In a world where many agencies are chasing scale, HMT has doubled down on staying sharp, specialized, and true to its roots. They don’t just execute campaigns — they build systems, playbooks, and relationships that drive sustained growth.
If you’re a CPG brand looking for a partner who understands both the strategy behind the brief and the chaos inside a retail store, HMT is the kind of agency that shows up — and sticks around.
Looking for a partner who knows how to turn strategy into retail-ready execution?
Connect with HMT Associates to learn how their tailored approach, long-tenured team, and retail expertise can help your brand win where it matters most.