Moroch CEO Matt Powell on why brands outgrow their agencies as local complexity and ownership demands increase
Source: Designrush
Multi-Location Marketing Challenges: Key Findings
- Agencies that handle national campaigns well can start struggling once franchisees, owner-operators, and local approvals enter the picture.
- A single national plan can weaken store-level performance when local media, messaging, and community context are treated the same everywhere.
- Leaders need agency partners that can connect campaign activity to business results they can defend.
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Forty-seven percent of franchisors say managing brands across multiple markets is their biggest challenge, according to the 2025 State of Franchise Marketing report.
For growing multi-location brands, that pressure often starts long before performance slips across the system.
It builds as new locations open, more operators enter the mix, and local market needs become harder to manage through one central plan.
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What worked when the brand was smaller can start to break under that pressure.
The reasons aren’t always obvious, but they usually show up in how the work actually gets done.
Matt Powell is the CEO of Moroch, where he works with multi-location and franchise brands across complex local markets.
“We have a belief, we have this kind of mantra that we use, which is local changes everything,” Powell says.
That is why brands that outgrow their agency setup risk more than operational strain.
That can mean weaker store-level performance, slower decisions, and marketing that becomes harder to defend.
In episode No. 134 of the DesignRush Podcast, Powell breaks down why agency setups start to fray as brands expand.
He also explains how local complexity affects execution and what leaders should expect from a partner built for this work.
