Strategy Changes at TMA, New Roles for David Matathia and Kathleen Colditz

TMA, the Dallas-based agency which specialises in creating cultural resonance for brands, announced two key staffing changes within its Strategy Department:

David Matathia has joined TMA as EVP, strategy. He was most recently head of strategy at FitzCo in Atlanta;

Kathleen Colditz, currently EVP strategy at TMA, will be stepping into a new role, taking the lead on scaling and expanding the agency’s proprietary Cultural Resonance Score™ (CRS) across the agency and Omnicom Advertising Group

Both changes take effect on December 2.

“Strategy is essential to all of our work—whether it’s content, experience or partnership—and a key to our success,” said Trina Roffino, CEO at TMA. “In David, we have found someone with an exceptional ability to understand the need for consumer truths that resonate deeply with culture. His broad perspective has been formed through diverse experience in planning, account, PR and media. David’s approach is to take the time to diagnose the client’s problem rather than treat their symptoms. He consistently orients the work to measurable outcomes.”

She continued, “Kathleen is one of the architects behind our Cultural Resonance Score™ which has demonstrated, quantifiably, how brands with a higher CRS can grow their business faster than their competitors. She’ll work with key account leads to introduce their clients to CRS and help them leverage it for client success. No one is more qualified or capable to lead that effort than Kathleen. I’m excited to see her taking CRS to the next level.” 

David Matathia brings more than 20 years marketing experience to his new role at TMA. At FitzCo, he was Strategy Leader, helping to crack the code for brands like French’s, Coke, Navy Federal and Checkers. Prior to his current role at Fitzco, he led strategy for key accounts at GSD&M, including Pizza Hut, Southwest Airlines, BMW, Air Force, and the PGA Tour. He’s also been client side, at Hyundai.

 Kathleen has been part of TMA’s strategic success for 15 years, helping the agency grow and transform. For example, she helped TMA level up to take on lead creative duties for clients like State Farm and Six Flags. More recently, she served as one of the principal architects behind the agency’s Cultural Resonance Score™ (CRS).  Now in its second year CRS, has proven that brands which resonate with culture – and which go beyond the transactional of simply being relevant – can grow their business as much as 25% more than their direct competitors. 

2024 has been a notable year for TMA. The agency won a series of new business clients and assignments including Community Coffee, Glidewell, Opry Entertainment Group, Rush Street Gaming and Six Flags Entertainment. This has been accompanied by bold new work, such as its Halloween campaign for Six Flags Entertainment, and industry recognition for its work for State Farm. TMA also just released its second annual CRS, this one, focused on the spirits category given the importance of spirits sales at this time of year.