Independent agency network Meet The People is taking aim at one of marketing’s oldest headaches: fragmentation. This week, the group unveiled MTP Intelligence, a proprietary AI-enabled platform designed to unify creative, campaign, media, commerce, and performance disciplines inside a single integrated environment.

In a market where marketers juggle dozens of dashboards and disconnected martech stacks, MTP’s pitch is straightforward: one shared system, one source of truth, and fewer silos between the teams that are supposed to drive growth.

It’s a bold move for an independent agency collective—and a clear signal that the AI arms race in advertising is no longer limited to holding company giants.

A Unified Layer for Modern Marketing

MTP Intelligence was built exclusively for MTP’s clients across its 10 agency brands and is powered by RADaR Analytics, the group’s data and analytics arm.

At its core, the platform orchestrates marketing workflows end-to-end. Creative development, media planning and buying, commerce activation, and performance measurement now operate within the same integrated system. Instead of bouncing between tools, teams collaborate in real time, using shared datasets and AI-driven insights to optimize campaigns as they run.

Tim Ringel, Co-Founder and Global CEO of Meet The People, frames the issue bluntly: marketing brilliance often gets trapped in disconnected systems. Creative lives in one platform. Media planning sits in another. Commerce data somewhere else. Analytics in yet another dashboard.

MTP Intelligence is designed to stitch those environments together—without forcing clients to rip and replace their existing technology.

That last point matters.

Platform-Agnostic by Design

Unlike some agency-built platforms that require wholesale adoption of proprietary tools, MTP Intelligence is platform-agnostic. It integrates into clients’ existing enterprise software and martech stacks, pulling data, workflows, and insights into a shared environment.

In practical terms, this means brands don’t have to abandon their CRM, CDP, commerce platforms, or media buying tools. Instead, MTP Intelligence acts as an orchestration layer—connecting systems rather than replacing them.

This reflects a broader industry reality: most enterprise marketers are already deep into multi-vendor martech ecosystems. Gartner estimates the average enterprise uses more than 20 marketing technologies. The appetite for yet another standalone platform is limited. Integration, not replacement, is the new battleground.

Candice Rotter, President of RADaR Analytics, emphasizes clarity as the central value proposition. According to Rotter, clean, transparent data across every stage—from strategy to optimization—eliminates ambiguity and accelerates smarter decisions.

For marketing leaders under mounting ROI pressure, that’s not a luxury. It’s table stakes.

Designed for Speed, Accountability, and ROI

MTP Intelligence targets three pain points modern CMOs know well:

1. Speed: Campaign cycles are shrinking. Real-time optimization is no longer optional.

2. Transparency: Finance teams want proof, not promises.

3. Collaboration: Disconnected teams slow execution and dilute strategy.

By embedding AI into workflows—rather than positioning it as a bolt-on feature—MTP aims to streamline handoffs between creative, media, and commerce teams. The result, the company argues, is fewer bottlenecks and faster optimization loops.

Importantly, the system doesn’t sideline human expertise. MTP positions AI as an enabler of strategic thinking and creative problem-solving, not a replacement for it. In an era when generative AI tools dominate headlines, that balanced positioning may resonate with brands wary of automation run amok.

A Different Play Than Traditional Holding Companies

The launch also highlights MTP’s broader positioning as an alternative to traditional advertising holding companies.

In large holding company networks, technology rollouts often struggle with inconsistent adoption across siloed agency brands. MTP claims MTP Intelligence was developed collaboratively across its 800 employees, ensuring buy-in from the outset.

The platform supports agencies within the network, including:

• VSA Partners

• Public Label

• Match Retail

• True Media

• Coegi

• Swell Media

• Saltwater Collective

• Yeoman Technologies

Each retains its specialized identity while operating within a unified data and intelligence framework.

That hybrid model—independence plus enterprise-grade infrastructure—could give MTP a competitive edge among mid-market and growth-focused enterprise brands that want sophistication without holding company complexity.

Early Adopters and 2026 Rollout

Early client partners deploying MTP Intelligence include:

• Central Bancompany

• StorageMart / Manhattan Mini Storage

Executives from both organizations cite improved clarity, faster insights, and more informed decision-making as early benefits.

A broader rollout is planned throughout 2026, signaling that this is not a limited pilot but a long-term strategic investment. In fact, MTP describes MTP Intelligence as its largest technology investment to date.

Why This Matters Now

The timing is not accidental.

Marketing budgets are under heightened scrutiny. CFOs demand granular attribution. Boards expect measurable growth impact. Meanwhile, AI-driven tools from major platforms—Google, Meta, Amazon—are increasingly automating campaign execution inside walled gardens.

Agency groups must demonstrate value beyond media buying.

By investing in a proprietary AI-enabled orchestration platform, MTP is making a statement: independent networks can build sophisticated, integrated technology ecosystems without the overhead and inertia of legacy holding companies.

If MTP Intelligence delivers on its promise—real-time collaboration, unified data clarity, and demonstrable ROI—it could serve as a blueprint for how independent agencies compete in an AI-first marketing landscape.

In a world drowning in dashboards, a little clarity goes a long way.

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