We’re excited to continue the our 2025 Agency Landscape series — a behind-the-scenes look at the most innovative commerce marketing agencies shaping the future of CPG brand-building. This series helps brands cut through the noise and understand how agencies differ in their capabilities, cultures, and strategic strengths.
After launching with HMT Associates, we now turn the spotlight to Public Label — another independent agency that brings bold creativity and behavior-driven thinking to the heart of the shopper journey.
In a retail landscape where brand stories often fall flat at the point of purchase, Public Label has built its reputation on closing the critical gap between brand ambition and buying behavior. Part of the independent agency network Meet The People, Public Label combines the flexibility of an independent with the collaborative power of a full-service holding company — minus the bureaucracy.
I had the opportunity to sit down with Morgan McAlenney, VP of Commerce Growth & Business Development at Public Label, to learn how this agency is helping brands not only get noticed but drive meaningful action in a rapidly evolving commerce landscape.
Public Label Agency’s Senior Leadership Team
Who They Are
Public Label exists to move brands forward—fast. In their own words, they don’t just generate awareness; they provoke action. Their sweet spot is the messy middle of the purchase journey — where brands need to show up at just the right moment to turn desire into decision.
With a clear focus on CPG and lifestyle brands looking to unlock omnichannel growth, Public Label thrives when working with clients who are hungry, collaborative, and willing to rethink the traditional shopper marketing playbook.
💬 “We specialize in closing the gap between brand ambition and buying behavior.”
What They Do Best
- Bridge Brand and Shopper Strategy: Public Label combines behavioral insights, brand storytelling, and commerce strategy to build integrated campaigns that influence action, not just awareness.
- Operational Agility: Their hybrid model functions like a consultancy-meets-creative-studio, with strategists fluent in commerce, creatives who think in conversion, and analysts who don’t just report—they reveal.
- Retail Media and Data Integration: Treating retail media as a behavioral signal rather than a bolt-on, they seamlessly integrate 1P/3P data, retail media insights, and client platforms (PIM, TPM, CDP) to optimize programs in real time.
💬 “Success equals behavior change. If the needle doesn’t move, the work didn’t work.”
How They Work
Public Label starts every brief by identifying tension in the shopper journey—what’s broken, what’s missing, and how to fix it. Execution moves fast, with cross-functional pods staying connected from concept through in-market execution. Measurement isn’t an afterthought; it’s built in from day one.
They embrace a platform-agnostic but behavior-obsessed approach to tools and data. Whether it’s a client’s own CDP or third-party retail media insights, their focus remains: translating data into smarter, faster decisions.
Trends They’re Watching (and Acting On)
- Retail Media’s Rise: It’s no longer a line item—it’s reshaping how budgets are allocated and campaigns are built. Public Label is leaning in, developing creative and messaging that perform and convert.
- Shopper Marketing is Now Commerce Marketing: Gone are the days of thinking only about in-store activations. Today, Public Label builds behavioral funnels across all touchpoints, helping clients drive conversion wherever the shopper is.
- The Brand-Commerce Disconnect: Public Label challenges clients to break down silos between brand and commerce teams. Until those two functions align, opportunities for conversion will continue to fall through the cracks.
💬 "We’re no longer planning ‘activations’—we’re building behavioral funnels."
Ideal Client Fit
- Brands looking to move quickly and measure results, not just plan endlessly
- Companies open to rethinking outdated shopper marketing models
- Teams who want a true growth partner — one that brings strategic thinking and operational execution under one roof
From luxury and lifestyle to connectivity and confections, Public Label’s client mix — including Moët Hennessy, Charter Spectrum, and Ritter Sport Chocolate — proves their ability to scale smart, fast, and across diverse markets.
💬 “Our best clients bring us upstream, invite us into the tough conversations, and treat us as a partner—not just an execution vendor.”
Final Word
In a marketplace overwhelmed by “big ideas” and shiny media buys, Public Label focuses on what really matters: driving behavior that moves the sales needle. If you’re ready to turn intent into action—and have the courage to rethink the way commerce marketing works—this is the agency built to make it happen.
Want to learn how Public Label can help your brand turn ambition into measurable action?
Visit Public Label’s Website or connect directly with Morgan McAlenney on LinkedIn
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