We’ve earned our mettle so we can help you show yours

100+ successful brand launches

Decades of experience building businesses

Specializing in health, wellness, and lifestyle brands

We love what we do. That’s why we founded METTLE Brands. 

We’ve worked at and even run big agencies. We’ve had the honor and responsibility of leading large teams and setting the course for great work. But one day we realized something was missing. The collaborative, roll-up-your-sleeves work we always loved. The true feeling of partnership with our clients. We wanted to work directly with the people running organizations and help them guide their brands forward. 

We believe we’ve found a real win-win situation. You benefit from the daily engagement of experienced, passionate leaders, and we get to do what we love most, everyday.

Meet your day-to-day contacts:

Amy LaGrant

Amy LaGrant
Co-Founder, Client Services

Amy is a leading marketing and gerontology professional with over 20 years of experience helping brands connect with baby boomers, seniors, and family caregivers. Amy has held leadership roles in some of the industry’s leading advertising agencies.

Amy owns BrandMETTLE, a branding and marketing agency focused on the senior and caregiving target market. Amy currently speaks on dementia caregiving, ageism, and consumer insight for the mature marketplace. Previously, Amy was SVP, Brand Strategy for Bluespire Marketing. Before Bluespire, Amy led all marketing efforts for Virtual Health, a telehealth and family caregiver integration company. Before that, Amy led strategy at multiple mature marketing and consulting agencies such as Continuum Crew, J. Walter Thompson, and Age Wave, where she helped drive the overall business approach, marketing plans, and executions for clients. Before her advertising agency days, Amy worked for AARP in Legislative Affairs and Marriott Senior Living in Sales and Marketing.

She holds a Bachelor’s Degree and is in the final stages of completing her Masters in Social Anthropology. Amy is passionate about the senior audience and serves on committees for organizations such as the Alzheimer’s Association and Aging2.0. Most recently, Amy shared her caregiving story on the TED stage.

Mat Brown

Matt Brown
Co-Founder, Brand Strategy

Matt is an accomplished brand strategist, having spent the past two decades building some of the healthcare industry’s leading brands.

Before creating BrandMETTLE, Matt successfully launched Guidemark Health by combining 5 independent, declining agencies. Before Guidemark Health, Matt served as general manager of ICC Lowe. In addition to guiding the organization’s transformation, Matt oversaw client relationships, new business activities, and worked closely with clients on the marketing of their products. Prior to ICC Lowe, Matt served as president of Ignite Health. During his tenure the agency was nominated for Agency of the Year in recognition of significant growth and expansion. Matt served as senior vice president/managing director for GSW Worldwide prior to joining Ignite Health. During his 10 years at GSW, he held a number of positions with responsibility for leading account services, new business, staff development, as well as innovative business models and communications solutions for clients.

Matt is a graduate of The Ohio State University and served in the Army National Guard for 6 years before starting his professional career. Matt lives in Franklin, TN, with his wife and 3 children.

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